![\"magners-stadium-celtic3_2447645b\"](\"https:\/\/etims.net\/wp-content\/uploads\/2013\/01\/magners-stadium-celtic3_2447645b-300x187.jpg\")
<\/a><\/p>\n<\/p>\n
Another feature of Lawwell’s announcement of the ‘new’ sponsorship was his statement that this was not only a ‘multi-million pound deal’ (the current arrangement is also a multi-million pound deal – \u00a31.5m per annum) but was, in fact, an ‘increased multi-million pound deal’. \u00a0Of course, commercial confidentiality (and no doubt, his natural modesty) prevented him from outlining just how much that ‘increase’ actually was. \u00a0It could have doubled. \u00a0Or it could be an extra fiver. \u00a0The cynic in me suspects the latter, but – hey – that’s just a problem I have to deal with.<\/p>\n
<\/p>\n
Anyway, “so what”, I hear you ask, surely anything that cuts the ties to that other mob has to be welcomed. \u00a0Well, yes, I have no problem with that. \u00a0I’m just not entirely convinced that this is what we are seeing here. \u00a0There seemed to be some confirmation that, to confirm the break, Rangers would not have Tennents as their sponsor next season, and would be looking for their own, separate, deal. \u00a0I wonder if that, separate, deal might possibly involve another brand from C&C Groups stable? \u00a0Time will tell.<\/p>\n
<\/p>\n
The general response from the Celtic support to our ‘new’ deal has been positive. \u00a0The C&C Group number crunchers will undoubtedly see a surprise spike in Magners sales in the second week in January. \u00a0I don’t drink it myself, but each to their own. \u00a0Trawling through a Forum the other night I even saw some gleefully justifying that mess of a design for next season’s home top that’s been doing the rounds as making more sense having been designed with the Magners logo in mind. \u00a0Since when did Celtic start designing the hoops to better display a sponsor’s logo? \u00a0Madness!<\/p>\n
<\/p>\n
If … and as I say, I’ve yet to be convinced … it does transpire that this is a genuine break from joint corporate sponsorship with the NewCoHun, and a real move away from lazy cohabitation within the ‘Old Firm’ relationship, I’ll be delighted. \u00a0However, I’ll also mitigate my congratulations to Celtic Plc with the observation that the driver for this has been less the long demand from the Celtic support and more the consequence of Rangers having changed the rules of the game by inconveniently going bust. \u00a0The suggestion also seems to be that the movement to change the status quo came from the sponsors rather than Celtic, who may have been a little less proactive in all this than Peter Lawwell might want us to believe.<\/p>\n
<\/p>\n
So, perhaps not the really BIG change that we might have expected after all. \u00a0But, life will carry on, the new Magners adorned home top will sell in bucket loads come the summer. \u00a0Nike will be happy. \u00a0C&C Group plc will be happy. \u00a0Celtic plc will be happy. \u00a0Peter Lawwell will pocket another bonus, and – probably – he’ll be happy. \u00a0I’ll be a miserable git. \u00a0Plus ce change … \u00a0\u00a0Pass me that cider infused hemlock.<\/p>\n
![\"lawwe-white-cider\"](\"https:\/\/etims.net\/wp-content\/uploads\/2013\/01\/lawwe-white-cider.jpg\")
<\/a><\/p>\n