As discussed on 67 Hail Hail earlier this afternoon, Celtic sent out a lengthy e-mail to supporters earlier, in a change of communications strategy from recent months.

With an accommodating tone, the club updated supporters on the status of the manager hunt as well as Dom McKay’s transition towards a CEO role and their intentions for a season ticket renewal campaign.

However, again, there was no real culpability shown for this horror season.

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Unlike Scott Brown, who apologised to supporters last week for falling 23 points behind Rangers and crashing out of all other competitions, there was no sign of a sorry from the team behind the statement – presumably sanctioned by the club board.

For me, that’s a disappointment. Celtic fans don’t have a divine right to enjoy success, however, the scale of our collapse this season surely warrants some kind of official apology from the club?

The scale of the mismanagement this term was remarkable. From recruitment to coaching, to broadcast and communication problems, as well as a mishandling of the pandemic – the club failed in a number of areas.

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That was after record-breaking season ticket sales, despite fans knowing there was no guarantee they’d get into the building to watch matches in person.

All Celtic can manage in response to that is an understanding of “the disappointment and frustration” of supporters.

If they really want to bring fans together with the club and drive ahead positively in the future, then it starts with taking responsibility.

Still, today’s surprise communication was still better than nothing. Anything that clues in supporters a little more to what is going on at the club the better.

Celtic sorry

Incoming Celtic CEO Dominic McKay has some job on his hands this summer / (Photo by ROSLAN RAHMAN/AFP via Getty Images)

Whether it was a Dom McKay initiative or not we’ll never know. However, if he does want to get fans on board, he’ll need far more of this kind of thing over the next few months.

Most of all it needs to be as honest and genuine as possible, even if that means saying sorry when it’s difficult to do so.

In other news, pals rinse humble Kieran Tierney for Arsenal antics after Celtic exit.

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