Club planning to develop brand in North America

Celtic are planning a major hearts-and-minds initiative in the United States over the next five years which Peter Lawwell hopes will increase the club’s fan base and provide a brand expansion for Celtic.

The move, which is about to be implemented, will mean the club becoming involved in social and community outreach schemes in over 30 American cities, including New York, Boston, Chicago, Detroit, Atlanta, Los Angeles, San Diego and others.

Celtic want the policy to be a mixture of humanitarian-based initiatives, as well as more blatant preaching about the football history and ethos of the club.

"We need to play in the Champions League every year and that gives us a good profile," Lawwell explained. "But we are also making moves in the Far East, in Australia, in New Zealand, and now especially in North America.

"We are planning a major initiative in North America, of taking Celtic via social and community projects into 30 US cities and inner-cities. It’s a part of the ethos of Celtic and the club’s history. One, it is the right thing to do in terms of these communities, and two, it will expand the Celtic brand.

"Soccer is growing over there. Major League Soccer is growing. The guys who own the franchises out there are extremely heavy hitters. There is also a Latino demographic which is changing in the States, and which we think we can be a part of in terms of our market.

"I’m not saying this will be a financial transformer for Celtic. This is more about brand development rather than short-term gain."