Celtic supporters never need to be asked to spend money. Season tickets, shirts, European trips and subscriptions all fly off the shelves, but they are almost never invited to back the club in a way that benefits both sides.
That is why Celtic should be paying attention to Union Saint-Gilloise.
Lots of clubs call their supporters their biggest asset. Union actually treated them like one. They trusted them with something more serious than another direct debit.
Celtic want more money from fans as backroom chaos continues.
Thoughts on the kit and what message would you send to the board? 👇
Union gave Celtic something to think about
Union Saint-Gilloise raised €2.5m through a crowd-lending loan, with fans able to invest from just €100.
The offer carried a 6% annual return and was filled in just over an hour.
There was very little risk involved. The loan was secured against money Bayer Leverkusen already owed for Victor Boniface.
Union were not rattling a tin. They already knew the money was coming and used their supporters to bridge an advance corporation tax payment.
Celtic fans are treated as customers too often
No one is saying Celtic should copy the model tomorrow.
UK regulation, governance rules and the club’s own financial structure all matter. That still does not kill the bigger point.
Celtic supporters are asked to fund the club every year. They are rarely asked whether they want to take part in something with an actual return attached.
Supporters weren’t asked for blind loyalty. They were offered a proper financial product instead.
Celtic cannot ignore smart football finance forever
Union have since reported a €4.22m profit after tax, while continuing to invest in infrastructure and youth.
This wasn’t a publicity stunt. It was another smart decision from a club that has quietly become one of Europe’s best-run football operations.
Celtic do not lack support. They do not lack cash compared with the rest of Scottish football either.
What the board lack is imagination.
Union Saint-Gilloise have shown that supporters can be more than buyers. Celtic should at least be brave enough to have the same conversation.
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