Deals, deals, deals!

So the SPL board finally have something to yell about, a new record sponsorship deal with William Hill alongside Premier Sports buying the rights to show 20 league games a season.
In fairness, as one who regularly slams them I simply must give credit where it’s due, so well done Hampden for actually doing your jobs for once.


As someone who often slams the SPL, it is surprising to see an INCREASE in spo sponsorship at a time when the league is being steamrolled by one club in particular, and said club look set to further cement their dominance, more on that later. What does this tell us?


For starters Celtic winning never gets boring. If they didn’t fancy 5 league titles to Parkhead during their five year deal, old William wouldn’t have signed up.
I’d also suggest this tells us the division itself isn’t as bad as it looks on paper, a one sided walkover.


Looking at recent history, there’s enough shoots of positivity to understand why any company might see involvement as an attraction. There’s overall improvement in the top flight if one cares to look.
Aberdeen under their new young Scandinavian manager should play sensible football and exploit that value market,,I believe they will improve in the short to medium term. After all, they weren’t happy with Barry Robson, so the board clearly wants better, and will keep trying until it arrives.
St. Mirren are a genuine SPL force, a team nobody wants to play, just like Kilmarnock who should improve with time under Derek plus playing on actual grass.
If Hibs conduct their manager search correctly they will improve. Hearts have the potential but not the right manager to take on R2ngers for that second position.


As for the Glasgow clubs, one must financially behave now which negates said sponsorship from becoming a farce via another liquidation. Plus statistically they are improving as they actually ran us pretty close for the double, at one stageca treble was a realistic dream over there. It’s hard to tell if they might get their act together and challenge again, but its possible especially if they navigate the dreaded Champions League qualifiers.


Celtic bring the party to the table, a club on the rise with the stadium numbers and atmosphere to boot. With a worldwide supporter base, the exposure they alone bring is worth a significant amount.
It should also be noted that the atmosphere at the derby games will be enhanced during this sponsorship deal as both clubs shall allow opposition fans to attend once again.


I can totally understand the bookmakers train of thought on going through with this deal, likewise Premier Sports. The latter can count upon viewing interest for their game selections, the amount of matches that seemed huge or very important was nonstop last season, and that’s for only one team. Throw in the other 11 and their presumed goal of increasing subscribers isn’t a pie in the sky idea.


Neither is Celtic signing quality apparently. When McGowan says something it’s worth taking notice as he’s one of two journos being briefed by the Parkhead boardroom. When he writes we are in the hunt for two 26 year olds for big money each we can extrapolate a couple of things. It’s true, we will be in the hunt given the source and given the expectations aroused. We will dump the under 23/24 year old insistence for a small number of recruits which is music to my ears. We have changed tact in respect of incomings, now prepared to push the boat out for a player rather than kiss three frogs instead. Halle-bloody-lujah.


Im a big fan of allowing the manager to spend his budget as he sees fit. If handed 35 million he needn’t automatically purchase twelve  3 million players, going on current rumours the capture of the Sparta Prague keeper, Bournemouth defender and of course signing Bernardo permanently will cost the guts of 20 million smackeroonies. If all three get captured I certainly believe it will be money well spent, something of a rarity at Parkhead. I see a player in Paolo who could and should step upto the plate with regular gametime, a player with a high ceiling with age and technique on his side, plus zero settling in time required. I see a 26 year old keeper as a long term signing so cost per year should be easy to swallow. I view a versatile EPL experienced Welsh International as a sensible signing, at 26 he has his peak years ahead and could also be long term.


I said the guts of 20 million, 18 million give or take for all three names heavily linked. Still enough for the striker and left back needed surely. That would be five (hopefully) quality signings which in itself would be pure progression from last summers collection of names.
And set us up for a very interesting season ahead.


The budget itself is never a straightforward conversation, I mentioned 35 million which is a slight upgrade on last year’s budget but with more European games that’s understandable. Some would take the opinion 35 is ‘only’ 15 net assuming we get 20 for Matt, not pushing the boat out at all.
All opinions are valid.
We should and surely will announce a record turnover next season, 160/170 million. It would be interesting to see how much equivalent earners spend on strengthening, and how they spend it.
That’s my next chore.


By Mahe

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June 7, 2024 11:58 pm


You can read our article on a resolution for improving refereeing standards here.
Join the growing numbers of our readers who have had enough of referees In hun scarves.

June 8, 2024 12:00 am

The Sentinel Celts Charity Drive has nominated Blood Cancer UK as the recipient for funds for the six months to 31/07/2024,and we are getting close to achieving our LATEST TARGET.
We have set up a GoFundMe page for those who have some spare cash to donate,even from a lucky windfall or finding a tenner in the street.
Click on the link for more details,including how to donate.
Please give generously to a very deserving cause. Although our first targets have now been achieved-and many thanks for your generosity!-we can always hope to do more.

16 roads
June 8, 2024 12:12 am
June 8, 2024 1:08 am

Good lead article. I have occasionally wondered if it would be productive for Celtic to employ ‘transfer ambassadors’ such as say, Henrik and Big Joe, to talk to potential recruits one on one to transmit the more intangible and enjoyable benefits of playing for the Hoops. You never know – it might just be enough to swing a conflicted player with several options our way, or one with very little knowledge of Celtic. Hard as it is to believe, there are a few players out there whose sole focus is not money.
Iniquitous IV😊

June 8, 2024 2:42 am

Turnover compared to others

Above I pondered how any other club with approximately 170 million turnover goes about its business. Here’s some results.

One such club is Red Bull Salzburg, but for hopefully obvious reasons I don’t believe they are an accurate gauge for anything really.
Benfica likewise with unfettered access to apparently everywhere and 70 million in sales which while not unusual kinda proves the point that access to those markets damages other football clubs and the natural balance that should even the game out.

The largest semi normal club in our revenue bracket was actually Lyon FC. Just gathering my thoughts on that club, if we were about to play them would I feel confident? No, not at all. Sitting here now I cannot honestly claim we are a better team than Lyon. It’s not like I’ve watched them or anything, but going away to a French top division team, in a 60k stadium with hardcore support, up against very quick and technical players usually very well coached, that’s exactly the type of scenario we would usually flop. Energetic youth mixed with pinpoint passing alongside fantastic movement isn’t exactly our forte as a team.
But how do they spend, and how much do they spend is the question?

The following is based on their current estimated value via Transfrmarket.

Well they have a 26 man squad with an average age of over 25.5, so they are a team coming together hitting their prime one imagines. The fees they pay very much looks similar to our dealings,,but that’s were the comparison ends.

For instance they paid a fee (1.2) for Dejan Lovran, Matic even, showing that buying experience tops buying for future profit sometimes.

Their left backs are 30 and 31, however in nearly every position they have the veteran and the understudy, already in situ, rightback position has a 7m 19 year old and a 4m 31 year old. Goalkeepers, 18, 33, 26,,,talk about succession planning.
Central defense stunned me,,the French went and forked out 12 million on a fellow Irishman I’ve never heard of, they plucked him from Palace. He’s 23 and plays left or right, doesn’t start every game rather 80 percent of them, four yellows and one red in 27 appearances this season surely didn’t help, but there you are. Like I say he’s 23, the other 4 are 25/26/23/34. Once again, just perfect succession planning.

The three main central midfielders cost 46 million Euros, 2 players at 20 each, one youngun at 6.
The 3 man backup is of course a varied age and cost around 10 million Euro.

Attackers, 4 million, two 9 millions, and a 25 million player, yet their veteran striker Lacazette hit 19 goals proving again that experience counts.

Overall that particular club, although finishing 6th this season, is a great model of hoe to assemble a squad. They have very experienced players for every position, ready to replace at the drop of a hat. 
If there’s lessons to be taken onboard it’s the following,,,
No more bloat.
Buy for the here and now plus tomorrow.
Be adventurous in your signings, don’t stick to one market.
Go in big when opportunity knocks, like loan fees, they paid 6 and 11 for two players.

How much did they spend?
They sold 107 worth of players and bought 80 million Euro of fresh talent, so the club took about a quarter of transfer income and handed the rest over. Earlier I mentioned a 35 million transfer budget, approx one quarter of our expected turnover without taking into account the bulging coffers. Others don’t play that game, this particular other sank about half its total revenue into its team, the TV earnings haven’t been mentioned.

I recall our operating costs being in the 70 million region, and again I cone back to that word, bloat. If it wasn’t a jobs for the bhoys environment that figure could seriously reduce, should seriously reduce. That’s around half our income straight out the door in a spectacular season, we stop hitting the CL and return to 100 turnover, that’s most of it gone before you even have a game.
That’s no sensible way to run a club!?

So taking a brief glimpse at a similar earning club I have two words, streamlined and organized. Today’s Lyon are exactly what we should be, or should be aiming for. With one major difference.
We offer silverware and Europe, they don’t after finishing 6th and PSG buying the league forever. 
Same size stadiums roughly, same size revenue roughly, but we offer glory unlike them. Better chance of some staying, better chance of building something. Something special again.

Never let anyone tell you we can’t compete with the top5 leagues, just one blueprint took me an hours research, and there might be better out there.
The point is they actually act like a grown up club with a plan. If they would beat us its working. And they would.

Celtic needs footballers and thinkers. In order to take a step up the ladder the old mindset needs to be purged. When Martin warned of life in the slow lane because the accountant said we were maxed out what should have happened?
A growth plan hatched to stop maxing out at that level (a level that was cheating away from claiming another European trophy) and kick things up a notch until we lift that trophy.
A proper youth setup to provide more in-house profit?
Stadium expansion or hotel?
Owner investment, still legal in those days?
A share issue?
Anything but accept the slow lane?
No, the will and the brains just weren’t there.

But we live in different times. Football has moved on rapidly and we find ourselves in a niche place. Lyon offer, well Lyon itself for starters, plus the French league. The wages are higher due to the condensed squad and lower operating costs for a similar size setup and stadium.
Celtic on the other hand offers the bigtime, and a gateway. Whether thats just riches or a great career is solely down to the player, but we are a club of opportunity.

A player has the opportunity to see, taste, and smell success. A player has the opportunity to become idolized. They also have the perfect platform to sparkle and move on. Lyon only offer two of the three, oh how they wish they had that third. 

It’s not the position to progress we lack, merely the boardroom will.

Last edited 1 month ago by Mahe
June 8, 2024 2:55 am

Lubo was at one stage rumoured to be our scout, or at least advisor, yet Lyon grabbed that Slovenian wonder kid without playing in Europe.
One or two years earlier we should be in with a shout.
Yep, we ain’t using our contacts as even big Johan said Lagerbielke isn’t ready. They didn’t call him before signed his fellow Swede. At least pick his brain and ask well who is ready Johan?

Hail Hail

Last edited 1 month ago by Mahe
June 8, 2024 7:54 am

This will be the make or break window for many people.

If the board don’t release the funds, then watch the season book waiting list drop like a stone.

I believe this is a gamble that the board will be willing to take. We all know they don’t care and their real agenda is to keep the league relevant, it’s as simple as that.

Just enough is the new slogan, it would look nice above the badge.

satis iustus

June 8, 2024 8:25 am

Had me thinking of various slogans our board could use!
Just give us your cash and shut it.
The back of the bus is perfect.
If they don’t stop cheating we will whisper at them.
World class liars.
Every penny earned will go straight in our pockets.

Like you I have no reason to believe this transfer window will be any different from previous.
Especially with Lawwell in the building at DD’s behest.

Hoop hoop hooray
June 8, 2024 8:27 am

I think it is very easy to think of transfer fees or values. You can get a matt for under 3 million and a Fabio silva for 10 million.

The biggest change we need to see is identifying and buying players to fit the team, ethos, style etc
In other words specifically buy rather than piss in the wind with any young player who will maybe one day gets an ROI. If it’s the right player the cost is irrelevant.

June 8, 2024 8:51 am

Hhh, that’s all well and good, but if you look back in time, celtic have only once broken their transfer record once in 24 years and that was Edouard in 2017. Before that it was MON who broke the record.

Since then, in the year 2000 football has moved on massively and even the old board regularly broke there own record around every second year.

You might come back with, yes and look what happened to them! Well they were trying to compete with Rangers.

In all that time celtic are still £3 million short of Rangers record signing at £12 million and we are talking 24/25 years later.

So I don’t buy into this narrative of wages and club stability, its absolute nonsense especially if you consider the clubs turnover in 25 years.

Last season celtic spent nothing and again made profit from ins and outs.

This season we will be told because we are not guaranteed CL money next year the gamble is too great. That wasn’t the case last season.

We need a net spend in the region of £30 million, but that won’t make the league competitiveness worth selling and to hell with what we the supporters want. £70 million in the bank, plus the £30 million in ST and £40 million in CL money, include sponsorship deals and everything else that’s a tide sum.

Just enough is the mantra, just enough! BR will be gone if we don’t back him and if my prediction is correct then I for one will not be paying anymore attention to the farce that is celtic any longer and I don’t think I will be the only one.

June 8, 2024 9:21 am

Fan, I like your. Just give us your cash and shut it.

as we all know this is the true board mantra.

Prestonpans bhoys
June 8, 2024 9:59 am


One of the reasons I came out the HCTS I now have a choice of buying tickets. If they do another £2-3m player recruitment drive I’ll keep my CL money in my pocket and watch it on the telly!

June 8, 2024 10:23 am

Interesting read in SFSA Chairmans blog about ICT and grass roots as the start on the path to improve Scottish football.

June 8, 2024 11:00 am

PB, that’s the point that seems to get overlooked. If you are only looking in the 2/3 million bracket then that’s what you will get.

Or the 22/ 23 year old players again with a sell on. You really are fishing in a very small pond.

Arron Moy was a great player and can anyone tell me the last 26 year old free agent we got in.

Now if I’m spending 5,6 or 7 million on a player, would it not be better to pay that money in wages. Someone will tell me that would break the wage structure. Two free years and sell at 28 get something back.

£3 million a year is around 57k per week, but our highest earner is on £35k. While we have £70 million in the bank.

9 new players, not one starting in the cup final. Not a single one, how much are we paying in just that 9 players.

Dont forget James McCarthy by all accounts on £15k per week.

Larson was on £40k, 25 years ago.

Just enough!

June 8, 2024 11:33 am
June 8, 2024 12:59 pm


We’ve wasted far too much on fees and contracts for players who frankly were about as likely to make it as you and me. Same for over twenty years,bare a short break from ‘the model’. And every year,every Celtic fan wishes for two things-a clearout of the deadwood,and a new effing business model that actually works on the pitch.

I suspect that this summer will be little different.

June 8, 2024 1:06 pm

Agreed Bobby.

This site also shows inflation at work in the opposite direction, with players sold. We now demand double the rate from 2013/14. Taken for mugs for a decade.

Craig 76
June 8, 2024 1:09 pm

Craig 76
June 8, 2024 1:57 pm

Big packy😉😉
June 8, 2024 2:23 pm

Afternoon all and JIm and Magua pitymevin and fan I’m in your camp wish lawell would get Tae feck the old saying if you pay peanuts you get monkeys springs to mind 😎😎👍

Big packy😉😉
June 8, 2024 2:34 pm

I remember rainjurs signing Colin stein for 100’000 Celtic were buying players for less than half that was I jealous you bet I was nothing has changed another true story 😉

Mike in Toronto
June 8, 2024 2:43 pm

A overview of the Man City case and possible implications

June 8, 2024 2:56 pm

Hi Mahe,

Interesting lead.

Here is my concern regarding the SPL Broadcasting deal…

Contrary to the hype, Scottish Football gets a relative pittance for it’s media rights.

What Scots pay and are prepared to pay to watch football, the money the clubs get out of the Broadcast deal is woeful.

My other concern is Neil Doncaster running this show behind closed doors.

When “Premier”, were bought out by Viaplay, Viaplay stated they wanted to bid for the SPFL Broadcasting rights.

The next thing, before the auction date, Neil Doncaster states he has negotiated a revised deal with BskyB, that meant the majority of the SPFL media rights were tied up until 2029.

Why wasn’t the media rights put out to tender? We had Viaplay already state they were interested in bidding and BT stating they might bid again.

Then Neil Doncaster fronts a deal between BskyB and R2ngers.

Now, despite telling us in 2022 he had secured a great deal for the media rights, we find erstwhile Viaplay now Premier again, giving the League more money.

The cloak and dagger stuff is of course typical of how Scottish Football Executives operate but in my opinion far from professional or effective.

Hail Hail

Hoop hoop hooray
June 8, 2024 2:56 pm


i am aware of the waste over the years. The point I am making is rather than buying up projects in the hope of a return of investment on one of them, we should be buying to fit the needs of the team. If we do that I don’t care if it’s a free like Aaron mooy or a player we bust our transfer record for.

Obviously quality in general comes at a price but for me the most important thing is we sign players we need rather than players that might do a turn for us one day. That should be the number one priority rather than their price tag. I don’t really care if they are free or if they cost 15m. As long as we need them.

Last season saw the disastrous culmination of a policy which was buy up any potential as long as they fit our transfer strategy.

it’s the strategy that needs to change. Rodger’s knows what the team needs. Here’s hoping,

Bada Bing
June 8, 2024 3:10 pm

Chairbhoy- Sky know Doncaster is weak and useless, so renegotiated a longer term deal on shite terms,without letting the deal run and then put it out to tender,I think he paid a company 300k to get the Cinch sponsorship, that’s his job ffs

Bada Bing
June 8, 2024 3:14 pm

Fantastic tribute to Rob Burrow at the Rugby League Cup Final

June 8, 2024 3:22 pm

Happy Stanley Cup day all ice hockey fans. Go Panthers!

Craig 76
June 8, 2024 3:36 pm

Full match

Last edited 1 month ago by Craig 76
June 8, 2024 4:00 pm

Some quiz questions from Raymond,,,

Hi Mahe

Three Celtic Quiz questions for you and the guys.

1. Can you name the last player to score winning goals against Celtic for two different clubs in the same season?

2.What was unique about the 1957 League Cup Final?

3.What record did Kyogo achieve in season 2022/23? 



June 8, 2024 4:12 pm

Bada Bing @ 3:10 pm,

The Cinch deal doesn’t surprise, got to have been in that position for 14 or more years and has achieved nothing.

Guess he knows where the sevco bodies are buried.

Hail Hail

Big packy😉😉
June 8, 2024 4:34 pm

Hi Raymond nice to see other posters getting involved in Celtic quizzes I’ll bow out and let other posters have a go

June 8, 2024 5:17 pm

Just reading back. I guess you and I are definitely not the only doom-mongers on here.🤣
I see the various rags are linking us to, wait for it, Tierney, Kelleher, Jota, Mepham, and
young Aiden McGinlay at Queens Park.
We won’t get any of them.
in other news, Scotland’s U-21s utterly demolished by Austria 5-0.
Expect a similar result for the senior team in Germany on Friday.
O.K. Enuf doom ‘n’ gloom for today.🤣
Iniquitous IV😊

June 8, 2024 6:00 pm

Hoop hoop hooray

 June 8, 2024 8:27 am
I think it is very easy to think of transfer fees or values. You can get a matt for under 3 million and a Fabio silva for 10 million.
The biggest change we need to see is identifying and buying players to fit the team, ethos, style etc
In other words specifically buy rather than piss in the wind with any young player who will maybe one day gets an ROI. If it’s the right player the cost is irrelevant.

👍 Buy and develop players to fit the Celtic system 🍀HH

June 8, 2024 6:19 pm

Develop player, again with this nonsense.

Systems change and good players can play any system. They normally need to change a system during a game, if the system is not working.

Just buy good players, but guess what, good players cost money, because money talks.

Ange said what needed to be done.

You buy players at £3 million sell for a profit.

Then buy at £5 million and so on, before you know it your buying at £15 million and selling for £45 million.

This is how Benfica, Lyon, Ajax and so many more clubs have prospered.

Not celtic.

Just enough! Because that will do.

If you think small time, you will always be small time.

June 8, 2024 6:40 pm
Last edited 1 month ago by Gordon64
June 8, 2024 7:17 pm

PM This is how Benfica, Lyon, Ajax and so many more clubs have prospered.
Not celtic.

Check where they all finished in their respective leagues this season mate 🤔HH

Last edited 1 month ago by Gordon64
June 8, 2024 8:21 pm

June 8, 2024 8:23 pm

G64, that point was made earlier.

So let me ask you, how many of these teams have not won a knock out game in Europe over the last decade?

June 8, 2024 8:34 pm

Check where they all finished in their respective leagues this season mate 🤔HH”
On the one hand true, on the other hand an actual business strategy has seen them overtake ourselves, see my reference to Lyon above who would pump us no bother. We need a plan. They have theirs and while it doesn’t guarantee success each season, it’s delivered over the long term.
Take Ten Hag and Ajax, one bad semi final away from the CL final. On a quarter billion turnover, we are two thirds of the way there.
Buy bigger and sell bigger is the next step, 7/8/9 million players.
That kid Reider last year for 9.5 was the obvious choice to take the step up, only 21 but seriously talented. That’s the path we need to walk before we are actually at Lyon, PSV, Ajax level.
If the TV money isn’t there, grow your own plus develop and sell to make up the gap.
Hail Hail

June 8, 2024 8:35 pm

All three teams have made the CL semi final in the last decade.

June 8, 2024 8:38 pm

True guys but none of them have PL 🤔 Therein lies our main problem 😱

June 8, 2024 8:42 pm

Rumours persist that ‘health issues’ shall help Peter retire this summer. I don’t wish ill health on anyone, but that excuse would suit everybody.
I’ll say this, if Brendan goes 7 on a player, Peter’s influence is clearly gone.

June 8, 2024 8:45 pm

G64 & Mahe, we are all agreed of the problem.

If true Mahe you are completely correct, I hope its nothing serious, even though I despise the man.

Billy Bhoy
June 8, 2024 9:01 pm


If that’s true about PL it will require him to skulk out the back door of CP for a second time.

This is how I’ll remember him….

The Man Who Lost The Ten

June 8, 2024 9:10 pm

A lot of pre season nonsense today but, let’s play along…..

Let it be known OFFICIALLY, that we’re interested in KT. Jota, Kelleher etc and, watch SEVCO enter Adninistration for the 1st time.

They’ll still wIn the Close Season Cup though 😀

Last edited 1 month ago by CaltonTongues
June 8, 2024 9:41 pm

The 11 Lisbon Lions accumulated a grand total of only 113 Scotland caps, while three Rangers players from a similar era – John Greig, Jim Baxter and Sandy Jardine – had 116 between them.🤔

June 8, 2024 9:45 pm

Who had the more Scotland caps Jinky or Willie Henderson 🤔

June 8, 2024 9:53 pm

Despite being the finest right back this country has ever produced Danny won many of his 62 Scotland caps playing at left back 🤔

June 8, 2024 9:54 pm

Bobby Murdoch 12 caps and Bertie Auld 3 caps says it all 🤔

Last edited 1 month ago by Gordon64