Speaking on the latest episode of Football Insider’s Inside Track podcast, the 66-year-old insisted that the Scottish football brand should be “wrapped in tartan and shortbread” in order to appeal to foreign markets. He had previously held senior positions as CEO at Aberdeen from 2000 to 2004, as well as long stints as the head of Everton and Aston Villa. Currently, he runs a football consultancy that provides advice to elite clubs.
Scottish Premiership football is broadcast in more than 150 countries worldwide, but it is believed the broadcast deal is worth under £5million.
South of the border, the Premier League’s overseas rights bring in more than £5billion – making it comfortably the most lucrative league in the world.
Wyness blasts SPFL executives, citing pain for Celtic and Rangers
Wyness criticized SPFL executives, saying that “repackaging Scottish football” requires “young thought.”
“There’s a lot of criticism about making things very Scottish – wrapping it in tartan and shortbread, they say,” he said in an interview with Football Insider’s Insider Track podcast.However, that is precisely what you must accomplish for the global market.
There are many things that may be combined with the football brand, including Scottish rock music, performers, artists, and movies.
The SPFL could represent Scotland abroad.
“During my tenure at Aberdeen, the Chinese market desired teams to be portrayed as warriors due to the audience’s affinity for that image. Every squad would have been a legendary warrior from antiquity.Such factors need to be taken into account. Even while it might not appeal to the most ardent fan, we must try our best in this world driven by marketing.
Scottish comedians, music, and culture can all have a significant impact. It isn’t sufficiently blended and advertised with football to have a distinct identity.
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