By Kieran Maguire

18th Jul, 2021 | 1:10pm

Kieran Maguire delivers £16m Celtic reveal amid Adidas 'bonus' verdict

Celtic could have topped up their £16million annual merchandise sales with a bonus clause from Adidas if they secured 10-in-a-row in 2020-21.

That is according to finance guru Kieran Maguire, speaking exclusively to Football Insider after Celtic released their new home kit on 13th July.

Maguire told this site on 12th July that the Hoops could be set for a mid-season commercial slump if results on the pitch don’t improve on 2020-21.

Adidas’s first season with Celtic coincided with the Glasgow club’s failure to win the Scottish Premiership for the first time in a decade.

Maguire insists that the sportswear giant would have rewarded Celtic had they managed to secure the historic title win.

“I don’t think sales will necessarily go down significantly,” he told Football Insider correspondent Adam Williams.

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“But 10 in a row would have resulted in sales going up significantly. So it is going to be that particular loss that will impact them.

“If you take a look at Celtic’s merchandising income, it’s around. about £15m or £16m. That’s just incredible.

“So I think the poor season Celtic had last years will stop them leveraging on that and it will be ‘just another season’, as it were.

“But the figures in comparison to any other club would be very, very desirable, but for Celtic, it’s a lost opportunity.

“There would have been a bonus clause in the deal with Adidas because they’d have brought special commemorative merchandise.

“We’ve seen Rangers bringing out stuff for ’55 and for the 150th anniversary.

“If Celtic had got 10-in-a-row it would have made the products very desirable from the fans’ perspective.”

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