In the modern game, every football club requires shrewd marketing, retail and commercial departments. Like it or not, the sport is big business in the 21st century. That fact has left clubs outside of the richest leagues behind Europe’s elite. Therefore, without access to eye watering TV deals, mega sponsorships and vomit inducing prize money – clubs like Celtic need to find alternative means of bridging the gap. A player trading model, investment in youth, and partnerships with other clubs have formed part of the strategy. However, the signature of four Japanese stars could pave the way for re-entry into an exciting market.
In 2005, Celtic’s worldwide fanbase extended to Japan, when international star Shunsuke Nakamura arrived at Paradise. Although, the Tokyo Celtic Supporters Club had already been established in 2001. By 2009, marketing firm, SportsRevolution, estimated that there were over seven million Japanese adults who supported the Hoops. Shirt sales must have produced astronomical revenue during that period and, according to Japan Times sports journalist Dan Orlowitz, Celtic are now approaching a similar level of popularity in the country.
Nakamura no longer mesmerises supporters in Glasgow with his stunning free kicks, but since Kyogo Furuhashi signed for Celtic in the summer, the club’s Japanese Twitter account has reached almost 37K followers. That statistic puts the Hoops among the top 10 European clubs in Japan and Orlowitz told Sky Sports News that the club’s following in the country is only going to grow.
🆕キョーゴ選手から新年のご挨拶㊗️
気になるスカーフはこちらで購入👇https://t.co/2ZuOQsyGhR pic.twitter.com/ssnX8ZdEFg
— Celtic FC Japan (@CelticFCJPN) December 31, 2021
Speaking to the channel about the impact of Celtic’s triple signing today, Orlowitz casted an eye on the forthcoming World Cup in Qatar. He stated that “two or three” of the club’s Japanese players will likely feature for the national team at the tournament, with each of them expected to play significant roles in the first team at Parkhead.
🇯🇵旗手怜央
🇯🇵 @M_daizen_1020
🇯🇵井手口 陽介私たちの新たな #JapaneseBhoys を紹介します🙌 pic.twitter.com/r1EwCDqFYj
— Celtic FC Japan (@CelticFCJPN) December 31, 2021
Already, Kyogo, Maeda and Ideguchi have earned multiple caps, whilst Hatate has represented Japan at youth level. The quartet are popular individuals with a track record of success in Asia. Now as they team up in Scotland, Celtic could reap the rewards on and off the pitch.
