Bleeding Green & White: An Indictment of the Disconnect at Celtic

Celtic's board, under Desmond & Lawwell, prioritises profit over fans. Endless merchandise, high ticket prices, and poor investment is a calculated betrayal of the fans' loyalty.

Being a Celtic fan isn’t just about supporting a football club, it’s a way of life for many supporters, a generational inheritance, a deep rooted identity. We put our hearts, souls, and crucially, our hard-earned money into the club. We buy the tickets, the shirts, the merchandise. We travel thousands of miles every season, sing until our voices are hoarse, and live and breathe every kick of the ball. We aren’t merely customers, we are the very soul of Celtic Football Club.

Yet, there’s a huge palpable feeling of disconnect, a chasm widening between the unwavering loyalty of the support and a board that seems more preoccupied with profit margins - and doing just enough on the pitch each season - than genuine engagement.

The fan base feels increasingly taken for granted by the hierarchy.

The Conveyor Belt of Commerce – A Never-Ending Stream

Remember when were kids and our parents bought a new kit? It felt like an event, a moment of excitement? Now, it’s a relentless, almost cynical, cycle. Home, away, third kits, pre-match warm-up kits, ‘Inspired’ collections.… the list of merchandise is exhausting. Each new release is met with a weary sigh when prices are revealed and, often, a grudging purchase because you don’t want your own kids to miss out. Because, let’s be honest, we all want to represent our club. We want to wear the colours. But the sheer volume and the ever-increasing price tags feel like a calculated assault on our wallets.

We're told it's about commercial success, about competing in the modern game. But where does all this revenue go? The club is rumoured to be expecting £150 million in revenue for 2025 – a staggering sum for a club in the SPFL - built on the back of the unwavering financial commitment of the supporters. Yet, we're left wondering and deep down believing more and more that our loyalty is being exploited rather than appreciated. The constant churn of merchandise, often with minimal or piss poor design innovation, feels less like a celebration of our club's identity and more like a glorified cash grab.

This season’s merchandise launches have, predictably, been a prime example of the conveyor belt of exploitation.

The Home Kit: The cornerstone, as always. For 2025-26, the new home kit, unveiled in early May, features the iconic green and white hoops, but with an "intricate, tartan-inspired detailing etched into the green." While the club spins this as a homage to dual heritage, for many, it's just a subtle tweak to the green and white hoops and trying to justify another full-price purchase. It comes with matching white shorts and socks. You've got the authentic version (the super pricey one worn by the players) and the AEROREADY fan version, both using recycled materials – a nice touch, but it doesn't offset the cost.

The Away Kit: The new away kit dropped this week. This one takes inspiration from iconic '90s away kits, featuring a sleek black base with "razor-thin green horizontal pinstripes." Again, it's pitched as a modern interpretation of a classic, complete with matching black shorts and socks. The promo video featured legends like Henrik Larsson, clearly playing on nostalgia to encourage sales.

The Third Kit: Before the away kit, the third kit appeared at the end of June. This season's third strip is an "off-white shade" with "pale green detailing inspired by tie-dye techniques." Yes, tie-dye. It's an attempt at a fresh take, which some might see as innovative and others, like myself, might view as a desperate reach for novelty to justify yet another full-price jersey. The phrase ‘fresh take’ is just designer pish to sell a design to those without an artistic bone in their body.

Pre-Match Warm-Up Kit: As mentioned in the article, these are now standard. For 2025-26, the pre-match shirt, features a "multicolour abstract design combining shades of pink, yellow, mint green, and black, set against a white base." It's described as "inspired by vibrant festival visuals." Priced at around £60, it's another distinct item designed for fans to buy in addition to their home, away, and third kits, simply to "look the part" before games.

Training Range: Alongside the kits, Adidas has also unleashed the 2025/26 Celtic FC x adidas Inline Training range. This includes a "wide variety of styles" – training jerseys, shorts, track jackets, gilets, and training pants. You can take your pick from "cool mint, forest green, grey or black." It's pitched as gear for staying comfortable and stylish, but it's another entire collection of items designed to separate fans from their money, at premium prices.

Lifestyle and Fanwear Collections: The general lifestyle section on the Celtic Store features hoodies, sweatshirts, t-shirts, nightwear, and accessories, always with new designs and often higher price points than regular sportswear. These aren't necessarily directly tied to the match kits but are designed for everyday wear, further extending the Celtic brand into every aspect of a fan's life – and wallet.

The pattern is clear: a new home kit, then an away kit, then a third kit, quickly followed by pre-match wear, and then a whole range of training and casual gear. Each launch is carefully staggered, ensuring there's always something new to entice supporters, turning the act of simply wanting to show your colours into a costly annual commitment to a never-ending cycle of consumption.

The Season Ticket – A Pricey Privilege, Not a Partnership

The season ticket is the bedrock of our the Celtic support. It's our guaranteed entry to Parkhead, our stake in the club's fortunes. But the price of this commitment continues to soar, year after year. And what do we get in return? Less and less. The days of free pre-season friendlies or even a cup tie included with the season ticket are a distant memory. Now, we’re paying European match prices or premium fees for what are effectively glorified B-team run-outs against lower-league opposition. Look at the recent Cork City friendly for example.

We understand the need for pre-season training and getting players match fit. But when the club parades a handful of first-team players for marketing purposes, then fields a side predominantly made up of academy prospects, all while charging top-tier prices, it feels like a blatant rip-off. It’s a move that epitomises the board’s approach: extracting maximum revenue with minimal consideration for the loyal supporter. We’re customers, yes, but we're also the lifeblood. The current approach by the board treats us solely as cash cows.

The Waiting List & Digital Stagnation – Ignored Aspirations

The season ticket waiting list is another testament to the enduring appeal of Celtic. Yet, for many, it’s a source of immense frustration. My own son, along with countless others, has been on that list for a decade, patiently waiting for a chance to secure his own piece of Celtic Park. This isn't just about selling tickets; it's about nurturing the next generation of supporters, ensuring the continuity of our fanbase. The lack of proactive solutions to address this growing list, beyond simply stating it's "sold out," speaks volumes about the club's priorities. The lack of a resale facility which would allow fans to purchase seats from season ticket holders who can’t make the game is a feature that must be addressed sooner rather than later. Likewise, the real consideration for a stadium expansion focusing on the outdated main stand.

Then there's Celtic TV. In an age of high-definition streaming, interactive platforms, and seamless user experiences, Celtic TV often feels stuck in a time warp. It’s a service that, in terms of its interface and functionality, appears to have seen little significant upgrade since the days of NTL. Fans pay for this service, often out of loyalty and a desire to stay connected from all corners of the world, but the quality of the offering falls short of modern expectations. It’s another area where the club seems content with a "good enough" approach, rather than striving for excellence that matches the price tag. Fan produced media comes out on top every day of the week - from A Celtic State of Mind to the Cynic and many more - if the fans can produce the goods, why can’t Celtic? After all the fans don’t have millions to spend!

The Untouched Hierarchy – A Stagnant Vision?

Dermot Desmond and Peter Lawwell. These names echo through the corridors of Celtic Park, representing a continuity of power that has seen little significant change since Fergus McCann - a modern day version of the Kellys and Whites! While stability can be a blessing, in this instance, it feels like stagnation. The same individuals, the same mindset, continually find new ways to bleed the fans dry. They rely on buzzwords and pulling on our heartstrings, knowing that our emotional connection to Celtic will, more often than not, override our financial prudence.

They understand that we are fans first and foremost, and that emotional attachment is a powerful draw. But they consistently ignore the customer part of the equation. No other brand on the planet would treat its most loyal customer base with such disregard. Imagine a car company continually increasing prices, offering fewer features, and providing poor after-sales service, all the while expecting continued devotion. It's unthinkable in any other industry, yet it's the accepted norm in modern football, and at Celtic, it feels particularly telling.

Investment Deficit – On and Off the Pitch

The lack of genuine investment in the transfer market is glaringly evident, summer after summer. We see clubs strengthen, while our own squad often feels like it's treading water or massively downgraded, making do rather than truly competing at the highest European level. The talk of "player trading models" and "sustainable growth" rings hollow when the quality on the pitch doesn't reflect the reported revenue. We, the fans, invest our money, hoping for a team that can consistently challenge and entertain. The current transfer policy often leaves us feeling short-changed.

And it's not just on the pitch. Where is the grand vision for Celtic Park and its surroundings? Where is the much-discussed hotel, the comprehensive club museum that truly celebrates our rich history, the modern, efficient ticket office that befits a club of our stature? These are projects that would not only enhance the fan experience but also generate significant long-term revenue. Instead, we hear about new training facilities for the women's team and the academy – noble intentions, perhaps, but at this moment, they feel like misdirected priorities. The women's team has seen players leave en masse after finishing fourth last season, while the academy, despite its historical success, has notoriously failed to produce a single first-team player of note since Kieran Tierney made his debut back in 2010. While investment in youth and women's football is vital, it shouldn't come at the expense of addressing glaring deficiencies in other key areas that directly impact the core support and first-team success.

Another Transfer Blunder Looms: Celtic's Pursuit of Profit Over Progress

The Unacceptable Justification – "You Don't Have To Buy"

When these frustrations are aired, the inevitable retort from some corners is, "You don't have to buy the merchandise," or "You don't have to buy a season ticket," or "You don't have to go to the matches." This line of argument is not only disingenuous but deeply insulting. It fundamentally misunderstands the nature of football support.

We don't "have" to do these things in the same way we don't "have" to breathe. But Celtic is more than just a pastime; it's ingrained in our identity. To suggest we simply opt-out ignores the profound emotional connection, the shared history, the community, and the escapism that football provides. It’s a dismissal of our passion, a crude reduction of our loyalty to a simple economic transaction.

We choose to support Celtic. We choose to spend our money, not because we're forced, but because we believe in the club, in its values, and in the dream of success. But that choice should be met with respect, transparency, and a genuine commitment from the board to reciprocate our loyalty. When that respect is absent, when the actions of the board continually suggest they view us as an endless stream of cash rather than valued stakeholders, then even the most fervent fan begins to question the imbalance.

A Call for Reconnection

The disconnect from the Celtic board to its supporters is not a mere perception; it is a reality, felt in the ever-lightening pockets and the growing frustration of the fan base. The continued growing number of expensive merchandise, the escalating season ticket prices with fewer perks, the stagnant leadership, the questionable transfer market investment, and the glaring lack of infrastructure development all point to a club that prioritises immediate commercial gain over long-term fan engagement and satisfaction.

We are not just a customer base; we are a community, a family united by a shared passion. We understand that football is a business, but it must never lose its soul. The Celtic board, in its current guise, risks alienating the very people who have built this club and continue to sustain it. It’s time for a fundamental shift in their approach, a renewed understanding that true success, both on and off the pitch, can only be achieved when the bond between the club and its faithful supporters is truly valued, nurtured, and respected. We are Celtic. It's time the board remembered that.