Recognizing and reacting to international marketing opportunities is of major importance to the business of Celtic. With a relatively small domestic market, the business must target markets throughout the world in order to maximize revenue. Examples of Celtic’s global vision are as follows:
Overseas partnership
Celtic recently formed an alliance with Mexican club Santos Laguna. It is the intention that the arrangement will allow Celtic and Santos to exchange a range of ideas which will benefit the playing and commercial dimensions of both clubs. In entering into the partnership Celtic will expect increased exposure in the large South American market and increased merchandise sales.
Credit card for North American market
With Celtic fans in North America numbering upwards of a million people, a partnership with MBNA has allowed the club to market a credit card to fans overseas. In doing this they hope to recreate the success of their credit card for the UK market which produced a record amount of applicants from a soccer match.
Pre-season tour
In preseason Celtic often travel out with Scotland to play exhibition games. Most recently Celtic were involved in an extensive tour of North America playing against popular teams such as Seattle Sounders, Philadelphia Union and Manchester United. These matches not only bring in revenue from ticket sales but serve as a valuable opportunity to introduce the Celtic brand to consumers in important foreign markets.
Online store & Nike retail outlets
The online store provides the opportunity to sell and ship Celtic merchandise globally. Through a sponsorship deal with Nike the club also enjoys exposure globally due to availability of Celtic branded clothing and replica jerseys in Nike retail stores. Celtic jerseys can be seen alongside popular teams such as Manchester United, Barcelona and Inter Milan.
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