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These days, sponsorship is crucial to every football club.  You’ll find lists of sponsors in every match day programme, sponsors of first team kits, jersey placement, lounges, stadiums, sections of grounds etc.

Virtually everything you can imagine has room for sponsorship.

Obviously the most common is the team sponsor. In Celtic’s case this is currently Magners, the Irish Cider maker. The money they put into the club will dwarf anything on offer to any other club in Scotland.

This year has been an absolute bumper for the company’s relationship with Celtic.

A treble winning, InVIncible season that no one could have forecast, along with the 50th Anniversary commemoration of the Lisbon Lions, has kept the club at the forefront of Scottish football.

And Magners, quite rightly, capitalised on the feel good vibes around the club, by introducing a limited edition case of Irish Cider commemorating Celtic’s greatest ever achievement in 1967. Such is the demand they’ve had to stock up more supplies to cope, with more available in the Celtic Superstore.

Contrast the return Magners get from their sponsorship of the best run club in the country, to the shambles across the city, where betting firm 32Red reluctantly renewed their sponsorship of Sevco’s kit, knowing fine well there’s a fan boycott of the replica tops.

I wouldn’t like to be the marketing director of 32Red when it’s pointed out to him Magners get a better deal from boxes of cider, than they do for shirt sales at Ibrox….