LOOKING FOR SOME COWBHOYS

OR BHOYS IN THE HOOD

While other European teams are trying to gain a foothold in the U.S. market through Summer Tours and Camps affiliated with high end Clubs, Celtic has taken a different approach. Celtic have set their sights on inner-city kids who have been traditionally denied access to the beautiful game. Celtic have teamed up with Joan Kroc, widow of McDonald's founder Ray, who has bequeathed a fortune to the Salvation Army to fund community centres in some of North America's most deprived areas. Chief executive Peter Lawwell said: "The programs in America, like those at home, are about getting kids involved in sport, healthy living and education at no charge." No charge being the operative word. Celtic plans on setting up programs in thirty cities in the U.S. and Canada. Celtic have already started working with the Salvation Army via the Atlanta-based Global Events Group, who are sports consultants to the Christian movement.

Here is the link to the Celtic FC site.

My hats off to Celtic in finding a way to expand their brand in a remarkable way. Hopefully their good deeds will be rewarded with the discovery of some diamonds in the rough.