Industry insider claims Celtic could make £5m more from Adidas deal | OneFootball

Former football executive Keith Wyness has claimed that Celtic could earn around £5m more from their new deal with Adidas but will need to perform in Europe to cash in. The Scottish Champions are set to extend their deal with Adidas as Celtic become an ‘elite’ club, joining Real Madrid, Man Utd and Bayern Munich.

Speaking to Football Insider, Wyness speculated that the new deal with the German manufacturers could have lucrative performance bonuses attached.

“That’s one that I have never had to negotiate, so I’m unclear as to how much that would be.

“But my guess would be something like probably a £5million difference possibly a year.

“I could be wrong on that, but I think it’s going to certainly be based on results and based on Man United potentially losing £10million.

“I think Celtic if they do well in the Champions League and those sorts of areas, which they didn’t do in the last game, then they could get those sorts of bonuses.

“I think it will be bonus related, maybe with a very small uplift on the basic.

“It’s good news for them, but 7-1 was a bit of a hammering, so they have got to perform better than that.”

Celtic have started their UCL campaign with mixed success. The opening night win over Slovan Bratislava was a thrilling night under the lights at Paradise but the Matchday Two humbling away to Borussia Dortmund showed that there is still a huge gap between the top teams that requires to be bridged.

Wyness is best known for his executive roles in football, notably as the CEO of Everton and later Aston Villa. Before entering football, Wyness held senior positions in the airline and hospitality industries, including work with British Airways and SEEC. At Everton, he helped modernise the club’s operations and was involved in early plans for a new stadium. His tenure at Aston Villa saw him navigate financial challenges during a turbulent period for the club.