Why hasn't that happened? Keith Wyness rips into Celtic for not sealing 'big' off-pitch deal

Former Aberdeen, Aston Villa, and Everton chief executive Keith Wyness has launched a scathing attack on Celtic's board, questioning why the club has failed to secure a major off-pitch commercial deal that could transform their financial landscape. Speaking exclusively to Football Insider, Wyness expressed disbelief at Celtic's inaction, insisting that such a "big" partnership—rumored to involve sponsorship or stadium naming rights—should have been sealed long ago.

"Why hasn't that happened? It's amazing to me," Wyness stated, highlighting Celtic's outdated approach under the current leadership. He argued that the board remains "out of touch," prioritizing on-pitch matters while neglecting lucrative off-field opportunities that rivals like Rangers have capitalized on. According to Wyness, this deal could inject tens of millions into the club, funding squad improvements and infrastructure upgrades at Celtic Park.

Wyness, who now runs a football consultancy advising elite clubs, drew from his extensive experience to criticize the Hoops' hierarchy. He pointed to Celtic's recent struggles, including a poor run under manager Wilfried Nancy, who has lost five of his first seven games, leaving the team three points behind leaders Hearts. Fans are demanding January signings, especially a new defender after Manchester City's planned recall of loanee Jahmai Simpson-Pusey.

The ex-CEO warned that without commercial innovation, Celtic risks falling behind in the Scottish Premiership title race and European competitions. "The board was out of touch—they've got to let the manager decide on players, but first, seal these deals," Wyness urged. Supporters echoed his frustration online, calling the delay "deluded" and pushing for change.

Despite Celtic's historical dominance, Wyness believes they are "lucky to still be challenging." He predicts the January window will be pivotal, but off-pitch paralysis could doom their season. Celtic declined to comment.

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