Early study findings state Celtic, SPFL clubs could double TV earnings

By Euan Davidson

December 14, 2021

Aberdeen chairman Dave Cormack has revealed some of the conclusions from next month’s Deloitte report into Scottish football; and Celtic, along with the rest of the SPFL, could be benefactors of the findings.

Cormack, speaking to the Aberdeen AGM yesterday, lifted the lid on the study, which was commissioned by the Dons, Dundee, Dundee United, Hibernian and Hearts. It, according to Cormack, outlines how much of a earnings boost the SPFL clubs, including Celtic, could be in for.

The study, according to Cormack, also seems to confirm what Celtic and Scottish football fans already suspected. Our game could be generating far more money, and is undervalued under the status quo.

Photo by ANDY BUCHANAN/AFP via Getty Images

Cormack, speaking to the Aberdeen AGM yesterday, explained the situation for Celtic and other SPFL clubs. He said [Herald]: “We get about £27 million distributed to all clubs right now, depending on league position.

“We believe we can get to £50 million in the next five to 10 years. We believe there’s an immediate 20 to 30 per cent increase and we’re working on that with Deloitte. 

“It benefits every club, all 42 in the SPFL. The initiative is about taking advantage of the opportunity we have. We have a great product, an authentic product. We need to do better with broadcasting rights.

“…there is an opportunity, broadcasting wise, domestically to potentially put another package together of other games. Some of the analysis against other leagues has shown that we don’t give very many games compared to other leagues.”

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No surprise that Celtic and the SPFL in general could be making more from TV, so what now?

When the Deloitte study comes to light in January, we’ll get a fuller picture. But Cormack’s comments give Celtic supporters plenty to tuck into, here.

We knew there had to be opportunities for a better TV deal for SPFL clubs. From both a domestic and international point of view, there are clearly real chances for growth. Especially given how cosmopolitan the Scottish top-flight is, and the interest from overseas markets like North America, Asia and Australasia.

TV money is, of course, so essential. That was proven in the most depressing way in the advent of Covid-19. The lack of more comprehensive coverage left clubs finding PPV as an answer. It’s a temporary money-spinner for clubs, but it’s hardly comparable to a more comprehensive league broadcast deal.

Photo by Alan Crowhurst/Getty Images

If the SPFL can use the Deloitte findings to secure a fairer TV deal, everyone wins. From Celtic to Cove Rangers. More money theoretically means better facilities, better players and a better “product”, which in turn increases interest further.

For Celtic, it could mean the extra funds needed to make a more lasting impact on the continental stage. Certainly, our competition in Europe largely benefit from better broadcasting infrastructure and finances. The Bhoys are at an obvious disadvantage compared to clubs from top 5 leagues.

What’s essential, though, is that the findings lead to a consensus. The league is being ripped off despite the audience and enthusiasm for Scottish football.

For Celtic, and every SPFL club, more TV money is surely in everyone’s interests.

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