By Kieran Maguire

27th Jun, 2021 | 4:00pm

Kieran Maguire moots fan backlash over £30m Celtic deal

Official merchandise can be “very lucrative” for Celtic but the club should be wary of the impact fan protests could have on sales.

That is according to finance guru and Football Insider columnist Kieran Maguire, speaking exclusively after Celtic’s away kit went on sale on 23rd June.

Celtic signed a five-year deal with Adidas in March 2020 estimated to be worth in the region of £30million.

But the club’s first season with the sportswear giant was Celtic’s worst in a decade and led to widespread dissatisfaction among supporters.

Maguire cited Man United when highlighting how fans can have a tangible impact on the balance sheets at a club.

“Celtic fans are incredible in terms of their devotion,” he told Football Insider correspondent Adam Williams.

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“From a manufacturer’s point of view, it’s a deal they are happy to have. That’s because the proportion of fans who will buy the kit tends to be higher than for many other clubs.

“On the back of that, they have got a very big fanbase as well. So kit sales are certainly very lucrative for a club such as Celtic.

“The concerns that Celtic and Adidas might have is that, given that there is a degree of dissatisfaction with the way the Celtic hierarchy have operated recently, there is a fear of some form of coordinated backlash.

“I appreciate they are smaller clubs, but we have seen this at Blackpool, Swindon Town and to a certain extent at Man United.

“It can be communicated through social media and Celtic supporters are realising that fan power does have an impact on the club.

“It will be interesting to see how they respond to the new merchandise.

In other news, pundit issues warning to Ange Postecoglou amid Uefa announcement.