Wednesday, February 2, 2011

Ch. 1 - Overview of Marketing (Brief History)

The Celtic Football Club, commonly referred to simply as Celtic (pronounced ‘Seltik’), is one of the world’s most famous football (soccer) clubs. Celtic was founded in 1888 by Marist Brother Walfrid in the Scottish city of Glasgow as a means to raise money for Irish immigrants. Celtic are basic in the Parkhead area of the city and play their games at a 60,832 capacity stadium named Celtic Park.  In 2003, the club was estimated to have a global fan base of over nine million people with 160 supporters clubs in 20 countries. 

Celtic’s on field success continued from its inception to 1967 which was to prove Celtic’s greatest ever year. Legendary Scottish manager, Jock Stein, led his team to victory in every competition they entered including the prestigious European Cup. Victory in the final against Inter Milan ensured that the Celtic were the first British, and only Scottish club to have won the trophy. This achievement was considered to be additionally impressive as the winning team consisted entirely of players born within a 30 mile radius of Celtic Park, a feat unmatched by any other side in history.

In 1994, despite a history of previous success, Celtic was close to bankruptcy. A Canadian expatriate businessman, Fergus McCann took control, ousting the family dynasties which controlled the club since its foundation. It is widely believed that McCann’s takeover was completed just hours before the club was to be placed in receivership. In order to alleviate the club’s financial strain, Celtic was reconstituted as a public limited company. The business of Celtic as we know it today, was born.

 
Since its early days Celtic’s playing roster has been multinational, multiracial and non-denominational at a time when other soccer clubs would place strict restrictions on playing staff. Celtic Football Club maintains strong connections with other historically anti-fascist and non-prejudiced soccer clubs around the world such as St. Pauli (Germany) and F.C. Barcelona (Spain).

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