I was extremely amused over the last few days to read some of the Ibrox feel-good pieces in the media, clearly designed to distract from the fact that Celtic had posted record accounts again and were on the brink of playing our first Champions League match at home—with a very good chance of getting a positive result. This morning, there was an article in the Daily Record that was a classic case of self-flagellation. I enjoyed every bit of it.
In that piece, they discussed one of those Ibrox feel-good stories: the “record-breaking” new shirt sponsorship deal that the club signed this week.
They are calling it one of the biggest in their history.
The initial reports conveniently left out what the deal represented financially. But as it turns out, it’s not much. They’ve gone from a £1.5 million deal to one that could, if certain conditions are met, take them to a total of £3 million.
Right away, you have to laugh. These are relatively modest sums of money in modern football, and the idea that they’ll hit £3 million if conditions are met is laughable in itself. Those conditions will almost certainly hinge on them doing something in Europe or winning a domestic trophy—neither of which seems likely. They won’t see £3 million; not even close.
Where I really found amusement this morning was in the Record’s coverage by Andy Newport, who is not exactly one of my favourite writers, as regular readers of this blog will know. But he took the opportunity to whip out some inconvenient truths for Ibrox fans to digest. The most glaring one? Celtic made more in UEFA prize money for a single match than Ibrox’s entire shirt sponsorship deal increase will net them, even if they hit every target.
That win last night bagged us £1.75 million. Simple, really. Not complicated—but enormously consequential. It highlights just how wide the gap between the two clubs has become. Newport also points out that if Ibrox were to somehow manage a victory over Manchester United, the most they’d pocket from UEFA is about £560,000. That’s minuscule compared to the amount Celtic earned last night, and we’ve got three more home games (plus a very winnable away tie) still to come in this tournament.
These are the things I find amusing, and this is what I wonder about; how on earth can Ibrox expect to keep up when we can pull in this kind of money so easily? Their commercial department probably slaved mightily over that deal … and a single win from Celtic has rendered it redundant.
The Champions League group stages are going to net us a fortune, whether we win more points or not, but we have a good chance to win plenty of them. The cash we’re going to bring in from this campaign will dwarf anything Ibrox can make, even if they go on some sort of extended European run. But, of course, it won’t come to that.
And it’s not just the Champions League prize money possibilities. Our own sponsorship deals are tied to success on the pitch—winning titles, qualifying for Europe, and putting points on the board. We’re already doing that. Celtic’s latest financial accounts are terrifying if you’re an Ibrox director. Our earnings hit £124 million, with over £30 million from merchandising alone. That’s staggering. Right now, it’s impossible to put a ceiling on what we could make from this Champions League campaign, if all goes according to plan.
Of course, we’re all rightly focused on the football side of last night—brilliant, beautiful football that boosted our coefficient, enhanced our standing in Europe, and thrilled every one of us. But the financial implications are also worth discussing, especially for the teams trying to catch us—most notably Ibrox, still struggling in our slipstream.
UEFA’s financial sustainability regulations are clear: clubs can only spend what they bring in. And what Celtic is bringing in, both from the Champions League and elsewhere, far exceeds what Ibrox is earning. They’re in a tight spot financially. We’re cruising in robust financial health. The gap between the clubs, already wide, will only get bigger by the end of this campaign.
When we can eclipse their much-celebrated shirt sponsorship increase with a single night’s work, you realise how impossible it’s going to be for them to catch up. That’s why there’s all this talk about Dave King, about new investors—none of it will make the slightest difference. UEFA’s regulations are strict; no matter how much a benefactor is willing to pump in, they can’t spend what they don’t earn.
Newport’s piece, while peppered with reality checks, still tried to offer Ibrox fans a silver lining. He said now that their legal cases are over, the club can start to rebuild on the business side and that this increase represents the beginnings of it.
Sure, it’s a start, but it’s not much of one.
The numbers don’t lie. Celtic has taken a bigger leap forward with one win than Ibrox has with this new deal. As much as they want to congratulate themselves, that’s the reality—and it’s one with huge implications which they will have to come to terms with.
If sevco “hit their targets,” the kit deal could rise to £3M. By netting 5 goals last night Celtic boosted their matchday earnings to £3M. UEFA have a prize pot for goals scored. This year, they are paying out almost 250 grand a goal. Winning the match earned us £1.7M. Add in the £1.25 million for scoring 5 goals and we are due £3M. How long will it take them to earn their £3M? (If they ever achieve their targets.)
Speaking of targets, if there is a European dimension to these targets, sevco can forget all about that aspect as they stand little to no chance of hitting any Euro targets this year.
I didn’t think that I could be happier than the feeling that I had today Jimmy R but your wee snippet about an extra £1.25 million for five goals has just chased my hangover away !
Slainte Math,
Clachnacuddin and the Hoops !
There is no bonus for goals scored.
They have put out a B-movie comparison out there today with their nickel&dime shirt sponsor money,trying to compete witys6youysh the blockbuster movie from last night.
Lol one of the ARSEHOLES in the daily sevco even tried toHUhsyb66t#hhy sugar-coat it by say sevco shirt sponsor deal doubles up to £3 million eating into Celtics bank balance.
If we steer clear of injuries we could have our biggest season ever financially hitting the £150m mark. Success breeds success and we will grow our non footballing revenue as we get success in European competition.
As I stated earlier I want our benchmarks to be successful European teams and not lowly rangers who may pick up a domestic cup now and then.
Go with what Brendan said a couple of month’s back invest a little higher on players bringing in real quality that rubs off on everyone at the club and continually expand on that strategy with higher and more certain returns for quality players that can grow and develop at Celtic and in the CL shop window.
The AV game will be a good measure for us now. Good solid EPL team.
In days gone by, I might have sounded a note of caution and point out that our confidence in a bright future of sunlit uplands while Sevco languish in our shadow mirrors the never-ending hubristic pronouncements that spewed forth out of Ibrox for much of the 1990s. I don’t do that anymore because there was no corresponding overreaction from us to losing ‘ten in a row’ in 2021…. Sir Minty Moonbeams reacted so badly to losing the title in 1998 that he hired the proven manager of PSV Eindhoven and handed him a book of signed blank cheques and set in motion a chain of events which would lead to liquidation just 14 years later. Our reaction in 2021 was to sell Edouard and Christie, hand the change to Ange and get back to business as usual almost instantly. Our club reacted sensibly and rationally to a setback, they went absolutely Old Testament and ended up in what can only be considered a hell entirely of their own making…..
God , the press mob were desperate to put out an Ibroxland great news tale today weren’t they .. especially after last night’s imperious performance from Celtic ? Wasn’t the record breaking sponsorship deal not just an extension of the one received now ? Christ almighty the scoops are hurting . Balls in the vice hurting . Let’s tighten the handle to maximum in the coming weeks and months ….
Ibrox noise is celebrating the good news on the shirt deal and the new company catering at ibrox and is proudly saying they are now bringing in the same as they put it the other lot. They haven’t a clue.
I’ve seen more press coverage today about that ex hun man child than Idah’s goal
I don’t read any lies from The Scummy’s Harold I Simply will not pay a penny towards them…
But did listen to Clyde Superscoreboard tonight and ex Sevco player Gordon Delziel was on and fulsome in his praise of Celtic…
Refreshing to hear his truthful ascertation unlike any other ex Sevco Huns…
He certainly won’t be on any Liebrox Christmas Card list if they heard his honesty tonight for sure !
They love to make up good news stories but the truth is that there aren’t any coming out of Ibrox for the foreseeable and everyone knows it.
Plenty of snapped pencils at the scum media papers today, fk m.
No words to say other than ABSOLUTELY BRILLIANT. We are going great and they are suffering. I will repeat, ABSOLUTELY BRILLIANT.