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, the 66-year-old – who served as CEO at Aberdeen between 2000 and 2004, had lengthy spells as the chief of Everton and Aston Villa and now runs a football consultancy advising elite clubs – insisted the Scottish football brand should be “wrapped in tartan and shortbread” to appeal to international markets.
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 hit out at SPFL executives, claiming “young thought” is needed to “repackage Scottish football”.“There’s a lot of criticism about making things very Scottish – wrapping it in tartan and shortbread, they say.“Scottish rock music, musicians, artists, films – there’s a lot which can be mixed with the football brand.
“Back in my time at Aberdeen, the Chinese market wanted the teams represented as warriors because that appealed to the audience. Each team would’ve been a famous warrior from history.
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