Here we go again, sigh the Celtic fans. Another new kit, this time for away matches. The announcement had been trailed the day before and was very much expected.
The problem is it’s not the sort of news the fans are waiting for or want to see. After all the furore between fans and the board last season, seeing the club chasing money into the shop tills and the bulging bank account isn't going down well. Meaning the reaction to the new kit has been mixed.
As for the kit itself, the design looks good. It’s an attractive shirt. But the feedback and reaction is more along the lines of ‘Nice, but where are the new players?’ Fans want signings - not shirts.
Celtic fans react to new away kit announcement
Celtic don’t have enough new signings to model all the new kits they’ve released.
— 20 Minute Tims (@20MinuteTims) July 13, 2026
Yip . Away kit . It is an absolute belter mind you , but we really need to get serious here.... celtic need to shift up a gear and get some decent signings in the door
— Rich (@Rich322020) July 13, 2026
Celtic FC to the fans Please buy all our adidas merch and Swiss watches. Meanwhile we will sell all the best players not replace them and bank all the money😡😡
— Scott Melville (@Boltonbhoy74) July 14, 2026
Celtic fans aren’t daft. They recognise there is a need to drive merchandising. They know the club has a contract with Adidas which means new kits will keep flowing. They know that’s all important for financial stability. But..
They also know that the club badly needs new players. Tuesday’s friendly defeat against Sporting CL showed that clearly, even if several are still to return from World Cup duties. The fans are already frustrated at the slow activity in the transfer window. They can also see huge gaps likely to appear as players from last season start to plan moves away.
There is already a gap for a goalkeeper after Kasper Schmeichel retired. Cover and strengthening across the back four is a priority. The midfield in particular could be decimated by exits. And the forward line remains thin, the signing of Camilo Durán is welcome, but a stronger goal supply line is a must.
Celtic urgently need new signings
The run of preseason fixtures is underway and building up pace. It’s not looking as if too many new players will benefit from the next couple of friendly matches. Even the likes of Kelechi Iheanacho, if he returns to the squad, will have missed out on vital preparation.
Deals like Iheanacho, Marcelo Saracchi and perhaps even Julian Araujo seemed like easy and quick wins. Instead the club seem to be dragging their heels and reluctant to spend. Though keen to see fans empty their wallets for the new kit. Or the switch Swiss watch deal announced recently.
Celtic fans will show the money, they need the club to show them the new players first. They need to board to show signs of building the squad and helping Martin O'Neill prepare for the season ahead. New shirts alone just won't cut it.
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