Dapper Dom is going to need his flak jacket
What’s your man Dominic McKay like?
That was a basic theme to a barrage of text messages on Friday morning as news broke of Celtic’s chief executive-inwaiting.
As a time-served rugby correspondent, an insight into the SRU’s second in command and what he’ll be like as Peter Lawwell’s replacement was required. So here goes.
Dapper Dom will be the best-dressed guy on the football beat, always immaculate.
It has been a standing joke for years within his Murrayfield HQ that his dream gig was with his boyhood heroes, as a genuine fan of the club and rumoured season ticket holder, he now has his wish.
McKay’s talents as a corporate climber are well established. After cutting his teeth as director of communications and public affairs with the SRU, he went up the ladder to become chief operations officer.
Based on the odd impromptu chat and a few interviews, there are few as personable and pleasant to deal with.
He’s an enthusiast and ideal to bridge a greater connect between the fans and the board even at a superficial level with which most executives excel.
The priority is going to be the hard sell. Preaching about a club like no other and the Celtic family just isn’t going to cut it for a support who will have forked out a season’s worth of ticket money with little to cheer about.
Even the most gullible are getting restless. For Celtic it’s about hitting the restart button, there are problems everywhere.
A team rebuild and the Neil Lennon question.
Don the diplomat he may be but you don’t ascend at the rate he has without displaying a ruthless streak and showing corporate savvy. His ability to schmooze with the great and the good will count for nothing as it’s the hard core in the support which needs to be appeased. He’s about to embark on a whole new ball game.
Scotland rugby is small fry compared to the emotional basket case of football with a club like Celtic.
Egg chasers in this country will follow the national side regardless of success, they sell out Six Nations games even if they’re stirring their gin and tonics with a wooden spoon.
How well McKay holds up to being front and centre after having been shielded to an extent by the SRU chief executive remains to be seen.
McKay has been working on being Lawwell’s heir apparent for some time. That relationship was forged over recent years, taking
Celtic games to Murrayfield and bringing the 2019 Pro14 final to Celtic Park were both McKay productions. Invites to SFA chiefs Ian Maxwell and Rod Petrie and the SPFL’s Neil Doncaster to watch Scotland games were all part of the PR offensive.
It’s all about business and PR with McKay – and he has achieved on both fronts. Cutting a deal to the naming rights for BT Murrayfield and a host of blue chip endorsements are all ticks in his box.
Hugely likeable, somewhat posh but always respectful and engaging, dapper Dom will need to dig out his flak jacket as he’s going to need it.
The passing of Benny Gilbey this week merits note. The former Campsie Black Watch committee member was a huge presence from child to man.
A huge loss for all who knew him for his wit, knowledge and steadfast decency as someone with the qualities you aspire towards. RIP Mr G.
Even the most gullible are getting restless. For Celtic it is about hitting the restart button