Dollars and Celtic’s diminishing Australia market

Right from the off, Celtic knew there was a chance Newco would pull out of the Sydney Super Cup.  We negotiated a better package, the right to announce the tour and to call it the Ange Homecoming Tour.  Newco were fully occupied with the prospect of a couple of million landing in the bank, knowing nothing about their commercial value, compared to Celtic.

When the league breaks for the World Cup, Ange Postecoglou will head home for the first time in three years.  It is an opportunity for Celtic to garner support in an important foreign market.

Emigration from Scotland to America, Canada, Australia and New Zealand dropped off in recent decades.  As a consequence, a large portion of Celtic supporters in these markets moved there over 30 years ago.  They are older and are not a market that will foster support too far into the future.  Despite having an Australian legend as manager, without some work, our commercial prospects there diminishing.

Competing for eyeballs outside the almighty EPL is difficult, but the Almighty has given us a ladder.  We have a high-profile event taking place in Australia in five months, set to generate future dollars and fans.  We also have a high profile in Japan, a market I see little effort put into, outside of social media.  A 2023 Japanese tour is needed.