BETFRED has said "an individual will be dealt with accordingly" after one of its adverts referred to Newco Rangers.
Some fans have called for heads to roll and for a boycott of Betfred after a window poster promoting betting on the Scottish Cup Final said that it was a match between Hibernian and Newco Rangers.
Rangers fans object to terminology inferring it is a new club, while some Celtic fans believe that as the plc was liquidated, it is an accurate description.
The advert at the Betfred shop in Scotstoun, Glasgow, Betfred has prompted some Rangers fans to demand that whoever is responsible should be fired.
Betfred, who sponsor the Scottish League Cup said: "We would like to apologise for the inappropriate message in the shop. An individual has decided to put that up himself.
"We are investigating it. The individual will be dealt with accordingly."
We would like to apologise for an inappropriate message in a shop window in Glasgow. The individual will be dealt with accordingly.Apologies
— Betfred (@Betfred) May 19, 2016
An objection was made to the BBC Trust after it had previously ruled that the BBC had been wrong to use the terms "new" and "old" club in reference to Rangers.
The Trust was told that the complaint surrounded references to "Rangers" in BBC output and that it was "more appropriate to refer to them as 'The Rangers' or 'Sevco 5088'.
Complainers believed that Rangers became a new club following the liquidation of The Rangers Football Club plc in 2012 and that the club should thereafter have a different name reflecting the names of companies that subsequently took control of the business.
Many diehards will only refer to Rangers as Sevco, the name given to the Charles Green-headed consortium that bought the liquidated assets with a £5.5 million loan in 2012.
But a panel of the Editorial Standards Committee responsible for assisting the Trust in securing editorial standards quashed any move to take the matter further, saying it had previously concluded it was not necessary to refer to the name of the holding company.
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