Celtic set to land 'multi-millions' after latest summer announcement - Keith Wyness
Celtic's upcoming pre-season friendly against AC Milan will see them land "multi-millions" for one matchday alone.
That is according to former Aberdeen chief executive Keith Wyness, speaking exclusively to Football Insider, who believes that the fixture will undoubtedly sell out at Celtic Park.
This comes after the news that the Italian giants will travel to Parkhead for a huge warm-up clash on 25 July.
Wyness believes that the friendly will be a popular move among supporters, while adding that it will also be extremely lucrative for the club.
Martin O'Neill's side will also take on Irish side Shelbourne during their pre-season preparations, as well as having a summer training camp in Portugal.
That trip will also see them line up against Sporting CP, in a fixture which signals the start of the 60th anniversary celebrations for their European Cup win back in 1967.
Keith Wyness: AC Milan friendly 'exactly what Celtic need to do'
Aberdeen's former chief Wyness - who served as CEO at Pittodrie between 2000 and 2004 and now runs a consultancy business advising elite clubs - believes that the AC Milan friendly is a big tick next to the board's name at Parkhead.
The issues between the club hierarchy and the supporters have been clear throughout 2025-26, but Wyness is in no doubt that the game will be positively received.
Speaking on the latest edition of Football Insider's Inside Track podcast, he made it clear that this is "exactly" what the Hoops need to do.
"That'll be a million-pound situation for Celtic. Bringing in AC Milan is the sort of glamour tie you'll get sold out at Celtic Park," he said.
"It'll do well, and it should kick off the season well for them. That's exactly what Celtic need to be doing, bringing in those sort of clubs, maintaining their position as one of the top clubs in Europe.
"The fans will enjoy that, and that will be well attended, so I think they've got to go for it.
"There is still this unease that things aren't right yet and having Martin last year papered over the cracks, and they've got him again papering over the cracks for 2026-27."
Celtic board already planning Robbie Keane 'handover'
Wyness recently told Football Insider that Celtic are already lining up a "handover" for O'Neill to pass the managerial reins over to Robbie Keane in the future.
The board's meeting with the former Maccabi Tel Aviv boss was met with strong protests from fans due to his stint in Israel, and the club ultimately opted to stick with O'Neill for at least another season.
However, Wyness is adamant that Celtic's plans to appoint Keane have only been shelved temporarily, as he revealed that the board remain strong admirers of the former striker.
O'Neill's new deal contains the option for it to be extended into a second season, but Wyness feels that the rigours of a full campaign may take their toll on the 74-year-old.