Former Rangers full-back, Alan Hutton, has pinpointed why Celtic are able to attract the likes of Adidas into a record-breaking partnership whilst his old club are still to announce a kit supplier for next season.
Speaking to Football Insider, Hutton looks at what makes the Parkhead club the more attractive option for potential investors and sponsors.
So what has Hutton said?
The retired Scotland international has looked at why Celtic are still miles out in front in off-field revenue:
“I think they’ve got the same size of fanbase all over the world, the difference with Celtic at the moment is that they’re winning things.
“It’s plain and simple, they’ve won everything there is to win over X number of years so I think from a sponsor’s point of view, they’re getting it out there more.
“I obviously understand why Adidas have went to Celtic and supposedly given them the biggest deal in Scottish history so I do see where it’s come from.
“I think for Rangers to get back to that level, it’s a simple as winning things – I think everybody knows that.”
So is Hutton correct?
One of the major differences that Hutton doesn’t mention is that Celtic are a stable club both on and off the park, they are well run and, more importantly, dominate the back pages for all the right reasons.
Rangers kit, retail and distribution deal remains embroiled in a series of court disputes with Mike Ashley and his Sports Direct company, not exactly an attractive proposition.
Adidas will obviously be attracted to as big a fan base as there is outside of the top few English Premier League teams worldwide and as Hutton rightly says, they are relentless in their dominance of Scottish football.
They are guaranteed European football every season and could soon see automatic entry to the group stages of the Champions League which would bring in even greater revenue.
The gap between the two Glasgow giants remains as big as it ever was and with Celtic’s bank balance increasing with every new deal, few would bet against it closing anytime soon.