£32m reason why Celtic must lose against Hearts

What is the extent of your ambition for Celtic?

There are two things I want for Celtic; I want them to become a one of the top clubs in Europe, competing in the latter stages of the Champions League every season, and I want our domestic commercial advantage to propel us to a Generation of Domination.

If our objectives fall short of this, our objectives are inadequate. Celtic plc must relentlessly pursue these aims.

Rangers earned £16million from the Champions League this season (£6m gate money, £2.5m appearance/prize money, £7.5m TV money). If Celtic are the only Scottish club to qualify for next seasons’ tournament, we will earn much the same.

If Hearts finish second, they will do well to qualify, as they have would need to eliminate a seeded team in the third qualifying round. If Rangers finished second they will draw an un-seeded team in the qualifying round.

The qualifying round is a lottery, where the seeded team might draw someone like Hearts, or they might draw the team who finish third in Germany, or fourth in Italy or Spain.

If Rangers finish second in the SPL, they would face the same chances in the draw as Celtic, who would need to qualify if Arsenal win this season’s tournament.

Let’s put it another way, if Rangers finish second in the SPL, there is a range of potential financial outcomes from Champions League football next season, Rangers could earn £16m, or they could earn zero; as could Celtic.

That is a £32million swing between Celtic and Rangers.

Can you think about that for a second; a £32million swing between Celtic and Rangers. How important will that be to delivering our Generation of Domination? How important would that income be in delivering our European ambitions?

If you look through our archives to last May, you will not read a word of complaint from me that Hibernian did not attempt to equalise against Rangers during the last game of the season. Even though Motherwell would have delivered the league championship to Celtic if they competed on the same terms.

Hibernian earned the right to play in their self-interest. Our failure, was our failure.

When Celtic play Hearts on Sunday, they must consider their objectives. A Generation of Domination and European glory will not happen by accident, meticulous planning will be needed.

It is our turn to adopt the ‘Hibernian’ game plan.

I know some of you have expressed a different view on this matter, I have never in my life wanted Celtic to lose a game, but never in my life have Celtic played a game after the league was won, where a potential £32million swing with Rangers was in balance.

If you want to come back and dispute this advice, be prepared to answer ‘what is your ambition for Celtic, and how ruthlessly would you pursue your ambition?’

It has been 39 years since Celtic fans were lucky to have an alignment of talent capable of delivering European glory, but luck will not deliver that talent again, there are too many teams who now plan for success.

Celtic must overachieve to become European Champions again, and football teams aspiring to overachieve must be ruthless. They must “grind their opponents into the dust” whenever an opportunity presents itself, just as they must manage their millionaire playing assets with complete dispassion.

I am fed up with the hard luck stories in Europe, and have no time for second place in Scotland.

Celtic plc have a legal responsibility to look after shareholders best interests, and they must take every step necessary to ensure that the club has the best possible chances of competing at home and abroad next season.

If we take a point from Hearts on Sunday, and that £32million swing goes against us, I will despair at the negligent disregard for my objectives as a fan and shareholder.