Celtic have announced a packed pre-season schedule featuring clashes against Cork City, Newcastle United, Como, Sporting Lisbon, and Ajax — offering Brendan Rodgers vital preparation time and providing a financial boost to the club.
The fixtures combine a mix of commercial and footballing priorities, giving Celtic a chance to tune up for the new campaign while also strengthening ties with their international support base. Eddie Howe’s Newcastle will provide a Premier League-level test, while continental opponents such as Sporting and Ajax bring a high pedigree of European competition.
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The inclusion of Cork City is a nod to Celtic’s strong Irish roots. The trip across the Irish Sea is expected to draw a big turnout, highlighting the club’s efforts to retain its established support there.
Adam Williams, Head of Football Finance and Governance Content at TBR, highlighted the importance of this balance.
He said: (67 Hail Hail), “The friendly against Cork is smart, it helps nurture your existing fans on that side of the Irish Sea. Retaining customers is just as important, if not more important, as acquiring them.
“In Italy, you’re very unlikely to convert new fans. Everyone already has a club there. But costs are lower and, at a destination like Como, you’re probably going to get a nice fee from the promoter, it could well be a place for a kit launch too.
“Celtic don’t report how much they make from pre-season tours separately. But I would hazard a guess that they could maybe get £2-3m net. That’s after costs – it can be phenomenally expensive to organise these tours.”
While the financial bottom line matters, these fixtures also offer Rodgers a key opportunity to assess the squad. With key players like Reo Hatate, Nicolas Kuhn, and Daizen Maeda all contributing strongly last season, Celtic’s blend of experienced heads and emerging talent will undoubtedly be tested across a challenging pre-season.
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Celtic’s summer friendlies will also give chances to players who didn’t play much last season and any new potential signings. Rodgers will use these games to see who is ready to be part of his plans for the new season.
Fans will also be watching closely to see how the team is shaping up and to get a first look at any new faces. With players expected to come and go in the transfer window, these matches will help set the tone for the season to come both on and off the pitch.
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