Glasgow Celtic Football Club have announced a three year shirt sponsorship deal with Magners Cider.  This is the first time since 1999 that Celtic and Rangers will not share a single brand as their principal sponsor.  The deal is with C&C, owners of the Tennents brand that is currently on both shirts and will be until the end of this season.
Celtic shareholders had raised the issue of the joint sponsorship at last October’s club AGM, arguing that it was increasingly unpopular among fans and that Ranger’s financial problems and demotion meant there was less leverage to be got from a joint deal.
The club argued at the time that limiting the opportunity to negotiate a joint deal might reduce the income from any deal but it now appears that this had already been in train and that the three year deal is an increase for the club on what was peviously being earned alongside Rangers.
The value of a joint deal was especially so in the local Glasgow market where rivalry between supporters could have meant that a brand choosing one side over the other would potentially risk alienating the other.
[ismember]A difficulty which the new sponsor will find now is the same as was experienced during the period of the Magners league in Rugby, that the product here in Ireland is sold under the Bulmers brand, albeit with the same styling as Magners as it is known around the rest of the world.
The reason for this anomaly is that Bulmers only has the trade mark for the name in Ireland and that the Bulmers Cider sold elsewhere is manufactured by a different company.
This is hardly an issue but for the fact that Celtic has such a strong following in the republic of Ireland and that all the new shirts sold and worn here will promote a brand that is not sold here.
“This partnership is magnificent news, not only for Celtic but also for Scottish football,” said Celtic Chief Executive peter Lawell, announcing the deal.  “We are proud to be successfully leading Scottish football at home and in Europe.”
“The desire of a brand with Magners’ stature to support the club is a measure of how much positivity there is around Celtic in our 125th year. I look forward to a long and successful partnership with Magners and I’m sure every Celtic fan will welcome their support.”

Magners has a strong track record of engaging fans via sponsorships across rugby, soccer, comedy and music and will be an active partner with Celtic in develop a range of initiatives to support its partnership with the club.
“Magners is a premium brand with huge ambition, available in over 40 markets worldwide including key cider growth territories like the US, Australia, Canada and Asia.” said Tom McCusker, Managing Director of Magners.  “This is, therefore, a great fit with Celtic Football Club who also enjoy great success and popularity domestically and internationally. Everyone at Magners is looking forward to working with Celtic and its fans over the coming years in what promises to be an exciting time for the club and our brand.“

Key take away for Sport: There is real value in listening to the voice and the views of fans and members.  This is at its most important if it can be acted upon before it has become a public issue.

Key Take away for Business: Sport in general and soccer in particular has become a global channel the value of which extends way beyond the immediate natural hinterland of a local fan base.[/ismember]
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