By JOHN MCGARRY

Published: 19:31, 2 April 2026 | Updated: 19:31, 2 April 2026

Anyone with a background in sales or marketing will tell you that there’s a science behind placing a product in the hands of a consumer. Timing always plays a part in sealing a deal.

This time last year, Celtic hit the button on their season-ticket renewal push on April 23. Three days earlier, Brendan Rodgers’ side had romped to a five-nil win over St Johnstone in the Scottish Cup semi-final.

Three days later, they would beat Dundee United at Tannadice by the same margin to claim a fourth successive title. Roll up, roll up.

Some things age better than others. The spiel Celtic used to persuade their fans to part with their hard-earned cash almost 12 months ago is not among them.

‘There are moments in football when your heart is filled with anticipation,’ it read.

‘When the future is unwritten and full of promise. That moment is now. We’re back, for the future.

Celtic players reflect on a disappointing day at Tannadice...