Neil Doncaster has admitted that he can’t find sponsors for his two competitions.
As chief executive of the SPFL his main roles are to apply the rules of the organisation and to maximise commercial income.
Last summer Doncaster showed that he’d go to any length to maintain a presence from Ibrox in the top flight but was spectacularly voted down by the clubs that employ him.
Reacting to that blow Doncaster, who guided Norwich City into League One during his time at Carrow Road, ran about warning anyone who would listen that Armageddon beckoned for Scottish football with just one club from Glasgow in the top division.
Having been badly exposed on one issue the new season, and a bright new dawn, sees both the SPFL and League Cup sponsorless.
In a nation with one of the highest attendance rates in world football it really shouldn’t be too difficult to find companies wanting to be associated with the national game.
With Doncaster heading up negotiations it seems that no-one wants to be associated with the circus act that he has made of Scottish football, ably assisted by his friends along the corridor at the SFA.
Excusing his failure to find sponsors Doncaster said: “We have only been in existence for a number of weeks as a combined entity so we are talking to a number of people.
“Clearly we are working hard to bring in the best financial contribution that we can to these competitions.
“I’m not sure deadlines are particularly helpful. I think it’s a question of working as hard as you can to get talking to as many people as you can who want to be involved.”
Perhaps scheduling the draw for a major cup competition on the same day as the draw for the Champions League doesn’t appeal to potential sponsors who only want to hear and see their brand mentioned as often as possible?
Doncaster added: “All sponsors need certainty as a bare minimum. They need to know what exactly they are investing in and what they are getting in return.
“Up until June 27, I don’t think any of us really knew exactly what would happen this year.
“Work is ongoing to ensure that, with that clarity, we partner with brands that want to be part of the exciting story that is Scottish football.”
Once Doncaster, Stewart Regan and Campbell Ogilvie follow David Longmuir out of football the game will have a chance of recovering the credibility that has been blown to pieces over the last few seasons.
With SPL/SPFL on his cv however it’s unlikely that many organisations head hunting a chief executive will be getting in touch with dynamic Doncaster.
Broadcast deals are in place with BBC, BT and Sky Sports all covering Scottish football as well as acres of space given digitally and in print.
Perhaps it’s time that the member clubs started to make demands of Doncaster and his failure to deliver sponsors, after all a new broom and fresh approach is unlikely to be any less successful.