Sky Sports faced significant backlash from viewers during the early minutes of Celtic’s match against St Mirren in the Scottish Premiership after the broadcaster unexpectedly cut to a commercial break. The abrupt interruption occurred just as fans settled into the highly anticipated game at the SMiSA Stadium in Paisley, where Celtic aimed to narrow the gap to league leaders Hearts.
Celtic, having experienced a dismal start to the season under Brendan Rodgers, was coming off a resounding rebound with back-to-back 4-0 victories, while temporarily managed by Martin O’Neill. The game’s kickoff had barely commenced before viewers were met with an advertisement, leaving many frustrated supporters expressing their discontent on social media.
Comments on X (formerly Twitter) echoed a common sentiment of astonishment and anger, with users such as @AJ_CELTIC remarking on the poor timing of the commercial interruption. Others echoed similar frustrations, with @KevinTwist67 questioning the decision to air ads just seven minutes into the match and @WFCConor highlighting the confusion surrounding the break occurring only ten minutes into the game. The dismay was palpable, with users like @Omaghbohy67 and @obrien_jonathan seeking clarification on whether this was now standard practice.
Entering the match with 23 points from their first 12 league encounters, Celtic had won seven and drawn two. O’Neill, before the game, had shared his insights on the team’s performance and dynamics, expressing his intention to focus on his current role while acknowledging the uncertainty surrounding his future. “I could well be [my last game],” he stated, recognizing the pressure on results and the reality that clubs tend to seek changes when performance dips.
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As the first half unfolded, the match remained tense, with neither side managing to create meaningful scoring opportunities. The two teams headed into the break without a score, locked in a 0-0 stalemate, underscoring the competitive nature of the encounter.
