Nobody owes anybody a living in business. Sky have pretty much one guy who is the 'go to' guy to negotiate deals, and I bet the SPFL and SFA don't have someone with a proper one to one relationship with him, the type of relationship that allows you to leverage deals over a number of years, not turn up now and again with the begging bowl out.
BT have slightly had the upper hand recently with deals, IMO it's no coincidence that Celtic have key shareholders at BT and probably tip off BT as to what an 'acceptable' bid would be for example for the recent package agreed for the League Cup rights.
Clubs, including ours, also need to move away from the arrogance of the past that 'We're Rangers (or Celtic, Motherwell, Aberdeen or whoever) and everyone knows where we are if they want us'. To be fair our board have made encouraging noises about reaching out to fans and having new initiatives, but it needs to be backed up with action.
I take my nephew to the odd game, and try to teach him about our clubs great history and traditions, but he talks about Messi and Neymar the way I used to talk about Super Ally and Ian Durrant, because he has the same access to Barcelona in terms of media coverage etc as I did to Rangers at 9 years old before the internet etc.
The other main issue we have is that the Old Firm is the one cross border selling point we have, but none of the other clubs or their fans want to admit it. Viewing figures don't lie, and viewing figures produce advertising revenues, which produces bigger TV deals. Sky will show all Old Firm league games this season, and I bet the SPFL didn't leverage a single extra penny out of them for it.