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Premature Celebrations- Ibrox fans jump the gun again as Sports Direct deal ‘ends’

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Ibrox fans have been in jubilant mood today with news that the club has again ended it’s partnership with Sports Direct.

Throughout Dave King’s five year trophy less tenure the company was at war with Mike Ashley’s firm, losing countless legal battles with an eight figure compensation figure due to the Sportswear giant.

Back in June 2017 King announced that the contract with Sports Direct had ended, no one asked what had replaced it. Five months later the club accounts revealed that £3m had been paid to Sports Direct who had signed a new deal with the club.

Yesterday season ticket details were announced, today to give sales a boost some new commercial details were revealed including new merchandising and retail deals. Which sounds very similar to the 2018 deal with Hummel and Elite.

Nowhere in any club comment does it mention terminating the Sports Direct contract. A number of media outlets put two and two together over the merchandising and retail ‘deals’, leading social media accounts followed on.

Whether it’s 2017, 2018 or 2012 there is a feeling of Déjà vu around Ibrox at the moment.

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