Booking £20m from TV rights in China over 10 years is a remarkable deal for the SPFL, it shows a lot of faith from broadcaster, PPLive, who have the responsibility to foster the league in the world’s most populous country. The cash will be beer money to Celtic but represents a substantial income for most of the Premiership.
The deal opens the door for Celtic to follow-through, the only club with the wherewithal to exploit the merchandising, scouting and recruitment opportunities there. We’ve seen strategies developed in Mexico, India and now China, while the European football-tourist market is also now being targeted through online partners.
None of this will put the ball in the Ajax net tomorrow night but it is important nonetheless.
Delighted we’re at Tynecastle in the fourth round of the Scottish Cup. Hearts players found the will to live against Hibs last week but they have little more than effort to their game. Should be a cracking tie, which will not be subject to the performance vagaries of a home tie with Morton.
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