White on white action


If you sponsor a sporting organisation you would normally assume positive association would follow from the members and supporters of that club, who benefit from the income you contribute.  When it comes to top level football the dynamics change.

Your name or logo emblazoned on the chests of footballers is often the source of resentment.  For some, the income you contribute is irrelevant, you are defiling a sacred relic (the pseudo-religious sentiment is tangible).  The same is true in every land where football is taken seriously.

In this light Tennent’s name on the Celtic jersey this season has been fascinating.  Instead of being blazoned across the chest, as it was last season, it has an understated position below the club badge.  They and kit manufacturer, Nike, have gone one step further this week with the release of the 125 Anniversary Strip, where the logos of both companies are white, embossed on a white shirt.  They will be impossible to see on television and obscure in almost all photographs.

Television coverage and media photographs are two of the three principle reasons companies pay money to put their name on a shirt.  Both have staying power which lasts years; CR Smith are still benefiting every time a period Celtic goal or photograph is featured.

The remaining key benefit to having your name or logo on a shirt is the affinity you build from fans walking the street with your brand.

Tennent’s are a Scottish brand with very little reach even in England, so it doesn’t really matter to them if the Portuguese TV watching public clocked their name on Wednesday, their entire European exposure will be close to meaningless, but the affinity benefit from understating your place on the shirt is worthy of respect from fans who will wear the shirts.  And buy the brand.

You can continue to read CQN Magazine FOR FREE, or can subscribe for £10 or £20 and our sponsor, Executive Shaving, who offer an enormous range of grooming products, are offering readers a £20 voucher for all £30 CQN Magazine subscribers.

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  1. W hat is it about the whole ebt usage by Rangers that those at that entity try to justify?



    An ebt put 20 to 23% more into a players pocket than a PAYE method. On a base of 30k pw week that is up to 7k PER WEEK so if two clubs are after the same player the ebt club is going to get and AND deprive their competitor of his services.


    A HUGE double whammy.


    What makes it worse though is not the use of dual registration to mask that advantage but that the money going into players’ pockets could have gone to providing much needed public services. Clearly this was never part of the “spiv” mindset that prevails today. Otherwise why are questions being asked?



    Then you have the need to cover up ebt usage at the SFA. They too became comprimiser and with it Scottish football.



    The sheer scale of crimes against football and the the public purse have been downplayed to avoid the corrective action that is necessary to clean up our game.



    But the truth will out and it will show that not only were Rangers financially bankrupt but that they, along with the msm were and are morally bankrupt and deserve every punishment that wings their way.

  2. TheOriginalSadiesBhoy on

    Just logged on and read the article.



    It must be ‘T’ time. Make mine a Tennents!



    Seriously though my favourite tipple is Tennents lager. I’ve tried loads and enjoyed many of the other lagers and beers from around the world but I still prefer Tennents. I wish they would end their association with Zombie Toxic Sevco 2012 FC though and concentrate on the good ghuys who didn’t take the McEwen’s shilling.



    An interesting story, Paul, on Sponsorship and how it can alienate some fans. Many years ago 14 of us travelled on a minibus to Middlesborough to see the Hoops play in Tony Mowbray’s testimonial match. We stopped at a pub in Barnard Castle for a pub lunch.



    The waitress came to take our order and we asked what lagers they sold. ‘McEwan’s’, she replied. Cue 14 Tims getting up and finding a nearby pub which did actually sell Tennents and one slightly bewildered waitress.

  3. Dunno the answer Jobo but i see that Arsenal play Chelski in the early kick-off on saturday so we would have been unlikely to move to that slot. Also ,we’re in Moscow on Tuesday so a sunday game wouldn’t be possible.




  4. sannabhoy –



    very plausable reasones there. Phew, I thought it was another conspiracy…



    Ironing awaits, have a nice day y’all

  5. Do we have a total yet of how much was collected for wee Oscar on Saturday? I wasn’t there but will contribute again online.

  6. Jobo Baldie



    might be



    1 October 2005 v Livingston – we won 5-0



    but don’t quote me on it

  7. Philbhoy - It's just the beginning! on

    Calm before the storm?



    Or are the podium chasers on F5 standby?



    I expect Philvis is too busy checking his tax return to be chasing a podium today.




  8. Snake Plissken


    10:46 on


    24 September, 2012


    Are my posts not taking?




    Who said that??????????????

  9. Morning,



    Quite an incredible rant from Bill lickspittle in the Sun today.



    Apart from losing even more of their readership, what was the point of it?

  10. When does the Tennents deal end?



    The sooner the better as far as I’m concerned, in fact do Celtic not have grounds for terminating the contract deal early on the basis that Tennents have violated the agreement by allowing it to be used by a new club?



    Petty? – we don’t know the terms of the contract, but I don’t think so, and the sooner Celtic formally disassociate themselves from Tennents and thus Sevconia the sooner we’ll be able to have a single brand worthy of Celtic’s name, and Celtic only.



    This of course is the way it should have been in the first place.



    The season ticket sales have been hit hard enough, as the swaithes of vacated seats at Saturday’s 3.00 pm k.o. do not bode well, for Celtic.



    Get your sponsorship thinking caps on Celtic.

  11. Ref trouble for the NFL in the USA.



    Now what does that remind me of ???






    “Chippy play. Cheap shots. Illegal hits. Non-calls. Apparently, NFL now stands for No Flag League, or (Almost) Nothing’s Forbidden, Linemen.



    Who is to blame for a Sunday slate of games marred by bad calls, after-the-whistle hits and rough (even for football) play? The replacement referees, according to many players, coaches and fans.



    For only the second time in league history, the NFL opened its regular season with replacement officials, as the league and the union can’t see eye-to-eye on a new contract. Even so, the verdict after Week 1 wasn’t so bad. Many players had grudgingly said the subs did a fair job.



    What a difference a week makes.



    RELATIONSHIP LACKING: Locked-out ref speaks out



    By Monday morning, the cascade of gaffes in Week 2 had blown up the twitterverse and become the topic of the day on sports talk radio. ESPN dedicated much of its morning lineup to the issue.



    The outrage after these chaotic games — marred by blown calls and unpoliced cheap shots — has led many players and coaches to call for an immediate end to the three-month lockout. They want the NFL’s regular officials to return to work, believing reasonable money should not be a stumbling block in a league with annual revenue of $9 billion.



    Washington Redskins linebacker Chris Wilson — fresh from one of the chippiest, or edgiest, games of the weekend (Sunday’s 31-28 loss to the St. Louis Rams) — predicted Monday the discontent with the officiating might reach a boiling point soon.



    “I think the frustration has grown,” said Wilson, now playing in his fifth NFL season. “If it escalates, you’re talking about fistfights.”



    The league and the NFLRA, the referees union, are divided primarily over salary and pension issues. But because the games must go on, the NFL has employed lower-level college and high school referees, who, critics say, don’t know the rules, can’t or won’t discipline million-dollar players, and aren’t accustomed to the lightning-fast pace of NFL games.”

  12. theglasgowcelticway on

    Fat Sally “you don’t know the punishment for the crime before the verdict”,sorry,but you do.

  13. Moonbeams WD. Kano 1000 \o/ Supporting Neil Lennon 100%. Champions. C’mon Wee Oscar.


    Thank you for all your efforts with the photos.



  14. Allegedly John Brown has now set up a secret website on the internet with a secret name where you need a secret moniker and a secret password and you can win a lifetime supply secret free textys, only if you help him find the deeds.

  15. Malone Bhoy @ 1023



    You are correct – Tennents do have a (small) presence in the Italian market.



    In my neck of the woods – NW Italy, small city pop. c95,000 – all the supermarkets stock Tennents Super (!!), as do a lot of the bars.



    Not my tipple of choice ‘tho!




  16. Lennon n Mc....Mjallby on

    I don’t like to see Tennents on the strip either and hope we won’t renew it and do Celtic get a percentage from Toffs who do the retro kits?



    For myself I’d rather wear them than buy into Tennents and OF branding?

  17. See Tom English gives Celtic some good press in his column to-day with dynamo Scott Brown and Victor getting special mention but concerned that we are not putting away the chances up front and to think that some CQNrs were always quick to criticize 20 goal-a-season man Anthony Stokes.



    Nice to see Neil Lennon was a guest of the GAA and among the 82,000 fans at the All Ireland final at Croke Park yesterday. Neil himself was on the Armagh underage squad that also played in an All Ireland final. Neil was taken prisoner by a group of victorious Donegal fans and brought to a nearby hostelry. He revealed that the Donegal manager had paid a visit to Lennoxtown some time ago to check out Celtic’s training methods. Last year of course Pat Gilroy the Dublin manager also paid a visit to Neil and finished up as champions.

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