Celtic have no household names in their ranks and that is causing them to suffer commercially — unlike Rangers who have Steven Gerrard.
That is according to finance expert and new Football Insider columnist Kieran Maguire, speaking exclusively after Celtic announced a new partnership with digital media company Dugout.
The publisher aims to raise the international profile of their 125 partnered clubs through various forms of video footage — highlights packages, promotional films etc.
Visit our new Dugout page ➡️ https://t.co/9HoaYiWCmX
Full info ⬇️
— Celtic Football Club (@CelticFC) February 5, 2021
In a club statement, Celtic said: “Through our new partnership we will work closely with Celtic to grow their presence globally and attract new fans to follow the iconic club.”
Rangers signed up with Dugout in June 2020 and Maguire thinks they have the potential to corner a greater share of the global market due to Gerrard’s star power.
He told Football Insider correspondent Adam Williams: “Global reach is essential for both major Scottish clubs. They’ve both already got a huge proportion of the fanbase in the country, the people who are not attached to either of those clubs are relatively few and far between.
“Celtic have a fan club in most towns in Scotland but if they want to push on further they need to leverage on their unique position within Scottish football.
“If Dugout can do that to increase awareness at Celtic, that would be very good. Have they got the players, though? That’s where my concern would be. How many people in the States, for example, would be able to name a Celtic player?
“They lack household names and they don’t have the huge Steven Gerrard factor which Rangers have been very clever to piggyback on. But it is a logical step for a club of Celtic’s status.”
The commercial gap between the two is shortening, with Rangers revenue up 11% and Celtic’s down by 15.8%