disgruntled_bear 157 Posted July 3, 2008 Share Posted July 3, 2008 New signing Jason Hughes is the man who can make Celtic a global force Jul 3 2008 By Gary Ralston CELTIC have just made one of their biggest signings of the season and he'll never once pull on the hoops and run out at Parkhead. The SPL champs have become the first club in British football to appoint a key figure charged solely with exploiting their commercial potential around the globe. Londoner Jason Hughes takes over as director of international development in September with a remit to increase still further the profile of the club and its revenue streams in markets from Baltimore to Beijing. Celtic have dipped their toes in world waters in recent years with pre-season tours and marketing drives in countries such as the United States and Japan. Now Hughes has been tasked with drawing up the business strategies that will see them swim alongside global players such as Manchester United, Real Madrid, Bayern Munich and AC Milan. Hughes, 36, a graduate of the University of Manchester, will work alongside the club's new commercial director Adrian Filby and has an impressive pedigree as a former member of the FA's international relations department. In the last four and a half years he has been deputy general secretary of CONCACAF, the UEFA equivalent in North and Central America. He has been responsible for the commercial success of the bi-annual Gold Cup and is also an architect of the new CONCACAF Champions League, a 24-team club tournament that kicks off later this year. However, he can't wait to start his new post, which will see him based in Glasgow and London and lend itself to more adventures around the world than Phileas Fogg. Hughes said: "People have talked about the globalisation of sport and there's no doubt it's on the agenda. "The NFL has just played its first regular season game in London and the NBA and Major League Baseball frequently schedule games in Europe and the Far East. "Football is also developing in other, non-traditional markets and it's my remit to look at Celtic and the opportunities that present themselves and make the most of them. "It's a bold statement of intent by the club about where it sees its future internationally. "I hope to develop existing revenue streams and establish new ones that help contribute to the on-field success of the team. "It's such an exciting opportunity as Celtic are undoubtedly one of the best-supported clubs there is and its story is unique. "It's also a successful club and the loyalty and passion of the fans is admired throughout the world." Celtic are determined to never take their eye off the ball in their financial backyard of the UK and Ireland but they are mature markets almost maxed out by the club's commercial wing and chief executive Peter Lawwell has frequently spoken about the need to extend their money-making boundaries. He is reluctant to predict what percentage of the club's turnover, which can reach more than £70million a year, will one day come from international markets. However, he is convinced the strategy they are following is the right one going forward. Lawwell said: "The profile and exposure of Celtic has grown enormously in the last few years and now the commercial challenge is to take advantage of it. "Initially, we'll look at where we're strongest and that's North America and the Far East. "We need to understand what's going on in these emerging markets and find a place there for Celtic. True, we don't have the profile clubs such as Manchester United, Liverpool and Chelsea enjoy through the ongoing exposure of the Premiership abroad in comparison to the SPL. "However, I still believe Celtic are one of the biggest brands in football and we're going to go and secure the benefits of that." Lawwell and Hughes admit that will be easier said than done and one recent example highlights the challenges they face. Manchester United hosted a soccer school in Goa, India, in October under the charge of Brian McClair and although 5000 kids were present and most were wearing United kit all of it was fake. Replica shirts cost up to £40 on UK High Streets but in China, where United claim 23 million fans, most kits are pirated and cost the equivalent of £1.50. Nevertheless, Celtic believe sponsorship deals and merchandise opportunities can be created while match fees on previous trips abroad have yielded up to £1m. Real Madrid sold their exclusive TV rights two years ago for £107m a year but SPL clubs negotiate centrally so there could even be a spin-off that boosts other Scottish clubs if Hughes increases the business acumen and profile of Celtic abroad. Hughes added: "The first thing I'm looking to do is draw up a business plan: What works for Celtic and could it work even better? "How do we spread the brand further using, for example, new media and other tools? "We hope to develop existing relationships, create new ones and builda circle of relationships that is good for the supporters, our partners and, ultimately, the team. "We hope to engage existing passions. I'm not so sure we're competing with clubs such as Man United and Barcelona in reaching out to new corners of the world. "It's a good thing others are also in the market because we can develop an even better understanding of what works. "I've a clear vision from speaking with Peter about what the club is trying to achieve and we share the same goals for Celtic. "This is the right strategy to follow and we're looking to put the flesh on the bones of our initial dialogue." For his part, Lawwell reckons the capture of Hughes could be as shrewd as the signing of players such as Shunsuke Nakamura, Artur Boruc and Scott McDonald. He added: "We're delighted to have attracted someone of Jason's calibre to develop the club commercially in a global market. "He has great experience and we're looking forward to working together to increase further the success of Celtic around the world." http://www.<No links to this website>/sport/2008/07...86908-20629486/ Link to post Share on other sites More sharing options...
rossDas 1,071 Posted July 3, 2008 Share Posted July 3, 2008 We need only be worried about our own side failing to capitalise on our global potential. Link to post Share on other sites More sharing options...
disgruntled_bear 157 Posted July 3, 2008 Author Share Posted July 3, 2008 We need only be worried about our own side failing to capitalise on our global potential. Thats the point! We seem to be standing still and they seem to be branching out. Link to post Share on other sites More sharing options...
ShanksRFC 3,869 Posted July 3, 2008 Share Posted July 3, 2008 Sometimes I wonder what goes on at Rangers <_< Link to post Share on other sites More sharing options...
Guest therabbitt Posted July 3, 2008 Share Posted July 3, 2008 Is that not what Martin Bain does anyway? Link to post Share on other sites More sharing options...
disgruntled_bear 157 Posted July 3, 2008 Author Share Posted July 3, 2008 Is that not what Martin Bain does anyway? No it's not the same role Link to post Share on other sites More sharing options...
rossDas 1,071 Posted July 3, 2008 Share Posted July 3, 2008 Sometimes I wonder what goes on at Rangers <_< A load of Bourgeois shite I'd imagine. Link to post Share on other sites More sharing options...
Adam 0 Posted July 3, 2008 Share Posted July 3, 2008 hmmm if we are not careful in 5 years time we might be left behind we have to do something to compete financially - does that mean getting into debt and building a new stadium? Does that mean we have to employ a Japenese player on our playing staff? Does that mean playing friendlies abroad tapping into markets - does that mean giving the jjb deal a kick into touch? I dunno, their in a better state financially than us and thats whats painful bout it all Link to post Share on other sites More sharing options...
rossDas 1,071 Posted July 3, 2008 Share Posted July 3, 2008 hmmm if we are not careful in 5 years time we might be left behind we have to do something to compete financially - does that mean getting into debt and building a new stadium? Does that mean we have to employ a Japenese player on our playing staff? Does that mean playing friendlies abroad tapping into markets - does that mean giving the jjb deal a kick into touch? I dunno, their in a better state financially than us and thats whats painful bout it all They have had more CL football of late and less debt. What we don't want is for them to gain a long term advantage in terms of profit. Link to post Share on other sites More sharing options...
nvager 498 Posted July 3, 2008 Share Posted July 3, 2008 We still have our stadium redevelopment to come! - No? Link to post Share on other sites More sharing options...
chris_glasgow 2 Posted July 3, 2008 Share Posted July 3, 2008 yes is it all turns up am sure there allready pumping us in finacial market Link to post Share on other sites More sharing options...
Ibroxin83 0 Posted July 3, 2008 Share Posted July 3, 2008 mentioned this in another thread. we should not be worried but should be the benchmark for things like this but we dont seem to be doing anything t all. Link to post Share on other sites More sharing options...
Jeff crap in the head 120 Posted July 3, 2008 Share Posted July 3, 2008 Im sure the Rangers board know a thing or two more about global development than 'Rangersmedia.co.uk' to be fair. Half the people in the bears den moan about Murray only ever being interested in money. Irony? :crabpipe: Link to post Share on other sites More sharing options...
Jimenez 1 Posted July 3, 2008 Share Posted July 3, 2008 Im sure the Rangers board know a thing or two more about global development than 'Rangersmedia.co.uk' to be fair. Half the people in the bears den moan about Murray only ever being interested in money. Irony? :crabpipe: Not really. Murray is interested in his personal fortune Link to post Share on other sites More sharing options...
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