By Kieran Maguire

12th Jul, 2021 | 11:46am

Celtic could be set for finance hit due to 'fans malaise' - Kieran Maguire

Celtic merchandise sales may take a hit in mid-season if results on the pitch do not improve from 2020-21.

That is according to finance guru and Football Insider columnist Kieran Maguire, speaking exclusively about Celtic’s commercial prospects for the upcoming campaign.

The Hoops officially unveiled their Adidas third kit on 5th July and their away kit was released in June.

Parkhead execs will hope sales are strong despite a disappointing campaign last term in which they relinquished their nine-year grip on the title.

Maguire claimed that sales will likely have held up well upon the initial release of the kits.

However, the spreadsheet expert predicted that there could be a dip in mid-season if fans don’t see an improvement on 2020-21.

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He told Football Insider correspondent Adam Williams: “If we take a look at Celtic’s commercial income, it had a positive bounce in the years when they were qualifying for the Champions League.

“It did fall in 2020. There shouldn’t have been too much of a Covid impact for 2019-20. They won the Scottish Premiership that year but they didn’t get that far in Europe.

“Kit sales won’t be impacted at the start of the season, it’s the mid-season impact which is affected by performance.

“You’re more inclined to go to the club shop and buy something if they’ve played well that weekend. In terms of impulse buys, the performance on the pitch does have some impact.

“I think there is a general feeling of malaise among Celtic fans at present. So it’s difficult for the club to pull rabbits out of the hat, even if the kits are a fantastic design.

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