By Dr Dan Plumley

20th Jun, 2022 | 2:56pm

Finance guru: Celtic bulletproof as new deal struck - 'other clubs will suffer'

Celtic will be largely unphased by the Rangers-Cinch sponsorship row – but the rest of the SPFL is set to suffer.

That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the re-written deal with the used car retailer.

The SPFL announced a commercial tie-in with Cinch ahead of the 2021-22 campaign, but Rangers have opted not to promote the brand because of a pre-existing relationship with Park’s Motors.

As announced by the SPFL on Wednesday (15 June), a new deal that no longer requires Rangers to participate has been negotiated.

Celtic, the league’s biggest commercial attraction alongside their Glasgow rivals, remain committed to the Cinch deal.

Plumley claims that the rest of the league, however, is set to suffer as a result of Rangers’ withdrawal.

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“Celtic may be slightly frustrated,” the Sheffield Hallam University expert told Football Insider’s Adam Williams.

“That is probably as much to do with the rivalry as anything else. But if we look at it financially, I don’t think it hurts Celtic too much.

“It’s the other teams in the league that you’re looking at because they’re the ones who benefit more from collective deals.

“It’s Celtic and Rangers who have the brand equity and the wider exposure and the bigger fanbases to drive these things through.

“I don’t think it hurts Celtic too much financially. They will probably be slightly frustrated that they haven’t got access to as much as that money if they would have done had everyone been on board.

“But in the grand scheme of things, it’s the other clubs who will suffer more as a result.”

In other news, Celtic expert issues “OMG” verdict after “brilliant” Anthony Ralston development.