It is reasonable to be upbeat in a season ticket renewal letter. But for Dave King, chairman of Newco, this is a challenge. When he acquired the club four years ago, Celtic had won three consecutive league titles. Now, they are on the verge of three consecutive trebles and eight leagues in a row.
In the history of Scottish football, there has never been as dominant a team. In the context of having guided Newco through Celtic’s four-to-eight-in-a-row, Dave King does not have an easy pitch to his team’s supporters.
Not one to allow harsh realities to bite home, King told Newco fans “We are now within tangible reach of Rangers [sic.] becoming the dominant force in Scottish football”.
As founding father Charles Green might say, define dominant force.
King added, “Every fan should know that the season-ticket revenue will solely go towards the first-team squad.” Which means that the £20m or so required for policing, rates, utilities, administration and insurance, if paid, will presumably come from other sources.
Dave is behind the 8-in-a-row ball. He has watched Celtic’s domination grow under his stewardship to levels you and I could only fantasise about before his arrival back at Ibrox.
A more accurate letter would say, ‘Our realistic expectations are to finish second and compete for a cup. Despite comments before we bought the club four years ago, we do not have the resources to change anything. But at least we won control.’