Rangers have pulled off a masterstroke by starving Celtic fans to death in the morning, after the club partnered with Kellogg’s to become Rangers’ official breakfast ‘Cyriel’ provider.

Yes, indeed, we do think the club might have missed a beat not involving Rangers’ on-form star striker Cereal Dessers to do the promotion of this partnership, but we are amused by the goldmine this deal has opened.

First of all it’s a huge partnership – Kellogg’s are a gigantic colossal humungous brand, the world’s biggest Cyriel (we’re not stopping doing that one, ok maybe) provider and to get that one in-house is lucrative.

It’s a massive coup.

Secondly, it’s one of the more amusing partnerships, given the connotations. The publicity material is all around Broxi and legendary Kellogg’s character Coco, and while that totally fits given most cereals from Kellogg’s have a kids’ character as their logo, such as Coco Pops’ enduring monkey, there is a lot of word being suggested that Mr Dessers could have had an alter ego of ‘Cereal’ for this deal.

Bit of a missed opportunity there!

However, the funniest part of all this is the immediate boycott from the East End of Glasgow of all things Kellogg’s – not a single fan from that side of the city will be able to look at the Glorious Kellogg’s in the same way again, and sales from that lot will go down the pan.

In all fairness, we don’t know too many Rangers fans using Dafabet or Magners Cider so it’s all part of the game.

But we do like the idea that Celtic fans are now willingly going hungry or stuck with Weetabix in the morning rather than good old Rice Krispies.

As for the deal, as you can see the club mascot was very much plugging this one, along with his new mate Coco.

In fairness we though that guy was still stuck in goals at Parkhead but what do we know.

Being serious, although it is hard to do so with this deal, it’s a big coup for the club and the promotional material is very much positive and family oriented.

It’s a nice feel good deal.