Newco kit deal, the Ashley in the Room


I know we have a big Europa League game tonight but I cannot keep my hands off yesterday’s statement from the ever-interesting Newco.  Their Commercial director, James Bisgrove, who is almost one year in the job, does not have a kit deal in place for next season.

Let’s clarify how the process of getting a kit deal works:

Summer is when kit manufacturers make most of their money.  Product has to be on the shelves in June at the latest, before the schools break and people fly off on holiday.

To achieve this, manufacturing slots are booked for March or early April.  These are high volume items, production cannot be arranged off the cuff.

Clubs’ official launch dates are late April or early May, by this time, stock is in warehouses.

If a club is out of contract, as Celtic are this year, the new deal will usually be announced in March.

The contract itself will be concluded the previous autumn.  The intervening months are used to prepare kit design, confirm manufacturing slots and affect an orderly handover.

At a club like Celtic, the process to complete a new kit deal for summer 2020 will have started a year before, but in truth, conversations about ‘the next contract’, go on between club and suppliers all the time.  I would expect the same at Newco.

So why, therefore, on the 19 February, did Newco issue a public notice, inviting potential kit and retail partners to get in touch?

Time is short.  Multi-million pound contracts with any serious manufacturer will require scoping and due diligence, this could take weeks, if not longer, considering Newco’s complicated arrangements with the Ashley in the Room.

Sports Direct have matching rights on whatever deal Newco can acquire and were awarded recompense for missing out on the last deal.  This means that potential suppliers know that whatever work they put into a bid, Sports Direct have a right to be informed of their terms and, if they want, can decide to take the contract on those terms.

This is perhaps why neither Nike, Adidas New Balance, or anyone else has already secured preferred supplier status.  Worse still, as Newco do not have an offer in place, as it stands, Sports Direct could potentially acquire the rights for £1.

In his comments yesterday, James Bisgrove hopes this kit deal “mirrors the demand of the club’s global fan base.”  Another outcome is possible: the matching clause will gift the deal to Sports Direct for a paltry amount, and the lack of a secured manufacturing slot will result in no shirts on the shelves during the crucial summer trading weeks.  It will be a poor contract and it will perform badly for all concerned.

I am working on a financial piece about Newco for publication next week, which will discuss profound consequences for the Ibrox club.  Yesterday’s statement is consistent with everything else that is going on at the moment.

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  1. to be fair to Tesler,


    I would not have passed any of my exams without cut,copy and paste.



    and dont get me started on the eejit that invented software than scans for plagarism.

  2. TIMBHOY2 on 20TH FEBRUARY 2020 12:47 PM


    I wouldn’t be to complacent on here regarding Sevco,you never know what’s round the corner,Talk up the Hoops by all means,leave Rangers 2 and other teams to there own problems,Oh and while I’m on here what is the latest on The Mysterious Hotel The New Ticket Office ,and other rumours .






    who pissed on your chips ?



    you do know what is round the corner if you have been round that corner before.




    its not a mysterious hotel, its a real thing, and that and all the other things that are in PLANNING, will come to be. Very confident of that.

  3. Personally not sure about Tesler cut and paste



    “and dont get me started on the idiot that invented software than scans for plagarism.”

  4. CELTIC: Forster, Jullien, Brown, Hayes, Christie, Ntcham, Edouard, Frimpong, Ajer, McGregor, Forrest.



    Subs: Bain, Simunovic, Bitton, Bayo, Rogic, Bolingoli, Elyounoussi

  5. Today’s official starting line up v Copenhagen ……


    Forster; Frimpong, Jullien, Ajer, Hayes; Brown, McGregor; Forrest, Ntcham, Christie; Edouard


    Subs: Bain, Simunovic, Bitton, Rogic, Bolingoli, Bayo, Elyounoussi

  6. ST TAMS on 20TH FEBRUARY 2020 4:38 PM


    Johnny Hayes !! Why



    because our esteemed manager picks him and knows better than us ?

  7. I do sympathise with Keatings and ITC, but this is how it feels when true justice is just cast aside.



    I would have more feelings for ITC had they challenged the real misdemeanour that was laid bare for all to see, LNS, but no nothing.


    Everyone of them stayed silent and now they expect us to feel for them, now that they are receiving the hard end of the stick.



    Can you imagine how good it would have been to see a statement like the one they issued today about the 5 Way Agreement.



    You reap what you sow, YOU REAP WHAT YOU SOW!!! por cierto.

  8. he has no ability –



    411 career games and 57 goals.



    Inverness Caledonian Thistle – Scottish First Division: 2009–10



    Aberdeen – Scottish League Cup: 2013–14



    Celtic – Scottish Premiership: 2017–18, 2018–19 Scottish League Cup: 2018–19, 2019–20


    Scottish Cup: 2018–19






    SFL Player of the Month: November 2009[50] & April 2010[51]


    SPFA Goal of the Season: 2013–14 [52]


    SPFA Premiership Team of the Year: 2015–16,[53] 2016–17[54]


    Aberdeen FC Player of the Year: 2015–16[55]


    Aberdeen FC Players’ Player of the Year: 2015–16[56]


    Aberdeen FC Goal of the Season: 2015–16[56]


    Evening Express Player of the Year: 2014–15[57]



    aye, he is rubbish



    treble winning hun skelper

  9. Turkeybhoy on 20th February 2020 2:21 pm



    ‘Meanwhile in Parliament,MP Adam Thompson,raises a motion to congratulate them on their”Everyone welcome”initiative’








    I may be wrong ( I know, I know), but do you not mean Adam Tomkins, who is an MSP?



    He has form for pandering to the scum. No excuse for him, he’s an English born academic lawyer so wasn’t brought up to support them. Appears to have gone native.

  10. The hands cant hit what the eyes cant see on

    So Forrest off the left and Christie off the right? Bit surprised with that line up.



    I would have thought that Boli would get the nod ahead of Hayes and Simo in the middle with Ajer at RB to keep the height and physical presence.

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