Celtic avoided posting their pre-season return date on X (Formerly Twitter) despite posting it on other social media channels.
In the days building up to the players’ return on Friday, much of the conversation online surrounded the ongoing situation with Martin O’Neill’s backroom staff.
Then, on the morning of Friday, Celtic finally confirmed that O’Neill’s staff would remain, other than Gavin Strachan, who has left to join West Brom.
Tellingly, the club’s X account then resumed posting about pre-season.
Never in doubt… 😅 How relieved are we!?
Celtic avoided posting pre-season updates on X
Behaviour like this is nothing new from the club.
Over the years, Celtic have been known to ‘quietly’ make certain announcements and statements away from social media (and X/Twitter in particular), a move often interpreted as being intended to avoid widespread backlash on the club’s channels.
READ MORE: Celtic finally release 11th-hour statement on Martin O’Neill’s backroom staff
Of course, every club has to watch what they say and when.
No football club with a PR brain would, for example, announce a new line of merchandise immediately after a significantly bad result.
But Celtic’s approach is especially pointed. In this case, the club are essentially acknowledging that they haven’t addressed the elephant in the room.
Their decision to avoid posting on X but still use Instagram also indicates an awareness from the club that fan sentiment often differs across different social media userbases.
Another example of this was the club’s statement denouncing the Green Brigade after their ‘Victory to the Resistance’ banner in a game against Kilmarnock in October 2023.
In the past, Celtic have bizarrely opted not to announce things at all, such as the departure of James McCarthy after almost two years without a senior appearance.
We’ll leave it up to you to decide exactly who is behind the club’s reluctant approach to social media communication…
Celtic’s first five 2026/27 Scottish Premiership fixtures
Thoughts Celtic fans? 🤔
Celtic’s statement on backroom staff
Celtic eventually said in their statement on O’Neill’s staff: “As the Double-winning Scottish Champions look ahead to the new campaign, we are pleased to confirm members of the club’s backroom team…
“With Shaun Maloney, Mark Fotheringham and former Hoops captain, Stephen McManus continuing to work with Celtic manager Martin O’Neill and the other staff within our coaching set up.
“All have well established connections with the club and together with the other members of our backroom team, each played their part in delivering a historic League and cup double in the 2025/26 season as the two trophies were delivered in a memorable last two weekends of the campaign.
“We look forward to all members of the backroom team working again to deliver success for our fans.”
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