Celtic to open up Japanese online store after success of Kyogo signing

By Euan Davidson

September 8, 2021

Celtic are set to open a Japanese online store following the success of Kyogo arriving at the club.

The Bhoys have already launched a successful social media offering for Japanese fans. Celtic’s East Asian Twitter following has seen the club battle with Real Madrid and PSG for the attention of Japanese football fans.

However, buying merchandise from Japan has proven an issue. To correct this, the club have responded to social media requests. On the club’s Japanese-language Twitter page, Celtic said:

“We have received your opinions firmly! We are working hard to open a Japanese online store next month.”

Of course, with Shunsuke Nakamura starring for Celtic in the 2000s, there’s a pre-existing core of support for the club in East Asia. The signing of the J-League’s top scorer, though, has brought that interest to a new level.

In the internet age, it’s imperative for clubs to offer international audiences something. In this case, it’s easier access to club merchandise.

Will this be a money-spinner for Celtic? Sorry, no. Even if the club sell hundreds of thousands of shirts, the money from Adidas has already been collected. As Goal explained in late 2020:

“The money football clubs make from shirt sales varies from club to club based on factors such as how many shirts are sold and the commission rate they have negotiated with providers.

“Even the biggest clubs in the world receive a relatively small percentage of the revenue generated from shirt sales – usually around 7.5 to – if they’re lucky – 15 per cent.”

In terms of solidifying Japanese reach, this is a great move by Celtic after signing Kyogo

There’s an idea that signing Kyogo was motivated by potential financial rewards. That, to me, is a bit of a tasteless narrative that ignores how good Kyogo has been for years, and how good he could be for Celtic.

It’s also not a player’s responsibility to make a football club money. Sure, he’ll be the face of what Celtic do in Japan, especially in terms of retail. However, any idea that signing Kyogo was some kind of marketing ploy doesn’t hold up to any scrutiny.

At best, it’s a bonus. And that bonus is considerable. Mainly, because the passion of Japanese football fans is absolutely infectious. Speaking professionally, it’s great to see fans from anywhere outside Europe taking a keen interest in the club. It adds new voices to the chat around Celtic. That’s to be encouraged.

All this said, Celtic are right to facilitate Japanese fans buying the club’s merchandise. If it can be made easier, why wouldn’t a club do it?

Either way it’s a progressive move from the club. With Ange Postecoglou likely to dip into the J-League market again [Daily Record], interest from Japan will surely only grow.

In other news: New Bhoy’s outstanding international performances