CELTIC'S sponsorship deal with Magners is a good bit of business for the club.
But I am quite sure that the reason for attracting the deal lies in the success the team have had on the pitch.
Doing so well in the Champions League this season has been massive for the club, and in every way possible.
When you get it right on the pitch, then it makes it far easier to get it right off the pitch, too.
The results in Europe this season have made a lot of people sit up and take notice and it is through these games that good deals can be struck for the club.
Getting through to the last 16 of the Champions League will have benefited Celtic in so many different ways and this is the first benefit that we have seen.
It is deals like this that give Neil Lennon the money to go and get Gary Hooper or Victor Wanyama on a longer deal or go out in the summer and bring in the players he believes will strengthen his side.
It also represents a breakaway from the 'Old Firm' tag. As Rangers have gone through everything that they have over the last 11 months or so, Celtic have simply made sure they have been looking after their own club affairs and getting on with it.
It is a good time for the club at the minute.
The fact things are going so well on the park is reflected in the deals that are going on behind the scenes.
All in all, it bodes well for the long-term future of the club because the revenue coming in will be re-invested.