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New sponsorship on the cards for Celtic and Scottish football

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The Scottish Premiership currently doesn’t have a competition sponsor in place for next season with car retailer Cinch pulling out of their deal with the SPFL at the end of the current campaign.

Cinch signed a five-year deal with the league in 2021 but it was announced last year that they would be ending the agreement after three seasons, as was their right due to a clause in the contract.

The sponsorship is reported to be worth £1.6m-per-year to Scottish clubs [SportsPro] so it’s crucial that something is lined up in good time.

Thankfully, SPFL Chief Executive Neil Doncaster is hopeful of having a new brand installed as the title sponsor in time for the 2024/25 season.

It could even be worth more to Celtic and the rest of Scottish football than the previous deal.

Speaking to BBC Radio Scotland at the weekend, Doncaster said: “It’s a challenging sponsorship environment. Any of our 42 member clubs would tell you the same. Cinch are coming out of the contract this summer and I am optimistic that we will have a replacement sponsor for the start of the new season.

“I’m not going to tell you when. But I’m optimistic we will have a sponsor in place for next season. Brendan Napier is the director of football marketing. That has been one of the inventions that Ron Gordon, god bless him, brought to the table. He was keen that we should work together to try to maximise sponsorship. The Scottish FA, the SPFL and the SWPL all work together, we pool much of our inventory.

When asked if the new contract could be worth more than the one with Cinch, Doncaster responded: “I certainly hope so, but I am not going to give it away. You don’t announce it until you have something to announce. But I am hopeful that will be the case.”

Photo by Ian MacNicol/Getty Images

The reality is that the vast majority of Celtic’s wealth is generated by supporters and UEFA money, rather than the income from the SPFL. This won’t materially impact the Bhoys.

However, at a time when every penny counts in Scottish football – from funding VAR to other clubs simply being self-sufficient – this will be a crucial bit of business.

It will be intriguing to see what the league have lined up – and at what level – especially if it’s a deal that also lines up with the Scottish FA and SWPL.

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