I have lifted this article from Page 3 of the March 2003 issue of Programme Monthly (Issue 264). It will hopefully put to bed the occasional stories that circulate about there being a programme printed but never issued for the 1970 European Cup Final involving Celtic v Feyenoord in Milan.
The article in full is:
It has long been a policy of this magazine not to censor advertisements. Within the bounds of decency, legal and moral propriety, anyone can advertise whatever they like by whatever means at whatever price. We have never insisted on "fixed price only", or "rare items only on offer" - if someone wants to waste 7p per word on inviting offers for the 1984 FA Cup Final programme (£2 fixed price on most dealers catalogues) then they will learn the valuation of football programmes the hard way, without our intervention.
There would, however be occasions when we would step in, and that is where collectors, of the present or in the future, could be seriously misled. Take for example, the 1970 European Cup Final programme. " I didn't know there was one!" many will exclaim. Correct. There are three reasons for being certain of this.
First of all, none have come to light in over 30 years. Secondly, the main test of whether there was a programme was failed as the defeated Celtic fans returned to Scotland the day after their defeat by Feyenoord- no programmes were on sale at the ground. Thirdly, and crucially, there were not even "VIP editions", the last refuge of the manic collector. Nothing emerged from the boardroom, official hospitality area, or the press benches.
It came as a considerable surprise to many, therefore that an item appeared some months ago on an internet auction site. Advertised as the only publication for the 1970 European Cup Final, it porports to be a (double sided) teamsheet initially prepared by an Italian sports paper for the match, but hastily withdrawn from distribution when it was discovered that one of the teams was described as "Feyenoord Amsterdam".
So, not only was this not an official programme, generally available at the stadium ; nor distributed to VIPs ; it was not even distributed due to a compositor's error. However, this one specimen escaped the incinerator. Lo and behold, another copy has emerged, and it too has been sold on the internet.
For the record, the was no such programme, nor team sheet, nor any other piece of printed memorabilia, produced for the 1970 European Cup Final in Milan. If people want to spend good money collecting anything else with a spurious connection with the match, and of doubtful provenance, then that is up to them. It certainly would not be advertised in official terms in these pages.
The danger, as always comes "down the line", when memories fade and new, unsuspecting collectors are sold such items in the future.
The article remains the copyright of Programme Monthly.
