SPFL chief executive Neil Doncaster believes that the return of the Old Firm derby will have a massive impact on global interest in the Scottish Premiership.
Rangers' promotion, along with the arrival of new figures like Joey Barton and Celtic manager Brendan Rodgers, will get people talking about Scottish football again according to the league chief.
The new season kicks off on this Saturday when the Gers host Hamilton at Ibrox, before the Bhoys travel to face Hearts at Tynecastle on Sunday.
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On September 10, the biggest rivalry in the country resumes when the two giants of the Scottish game face off at Celtic Park.
"I think there's a huge sense of anticipation and excitement looking ahead to the opening round of the Ladbrokes Premiership this weekend," Doncaster explained to Sky Sports News.
"I think there's a lot to look forward to. There's clearly the return of real box office with the likes of Brendan Rodgers at Celtic and Joey Barton at Rangers.
"So I think there will be a lot of people tuning in around the world, not just the UK. We've got over 100 countries now taking the rights to our games all around the world looking forward to the season ahead.
"It's massive having [the Old Firm derby back on the schedule]. It's the one game which perhaps defines the Ladbrokes Premiership around the world. You've also got the likes of Aberdeen and Hearts, who have run Celtic close in recent seasons.
"We're certainly expecting a real tussle at the top this year.
"We've had an increase in attendances over the last year looking forward to the return of the Old Firm and I'm absolutely sure that attendances and viewer numbers this year will be huge with so much to play for."
Doncaster also said he has an open mind to Dundee's proposal of playing a Premiership fixture against Celtic in the United States in order to make the most of the Bhoys' global fanbase.
"It's really for any club that wants to take a game overseas to come to us with that application," said Doncaster.
"We haven't yet had that application but we do think it is important we do have an open mind to anything that is innovative, anything that promotes the game around the world.
"The idea of a league game overseas is certainly an exciting one and one we'd have to look at with an open mind."
The chief executive also hopes that the introduction of a winter break this season for the first time will help Scottish clubs improve their performances in Europe.
Hibs and Hearts have already been eliminated from the Europa League qualifiers, while Celtic and Aberdeen's fate hangs in the balance after both club's secured 1-1 draws in their first leg ties.
"It's something a lot of people wanted to see," he explained. "The weather in Scotland is not at it's best in January and there is a view that with so much fixture congestion around the players need a break.
"So to be able to give them two weekends off in January to prepare for the second half of the season will help both supporters and players.
"The European co-efficient is really important and we've got Aberdeen and Celtic to take forward our hopes of European qualification this year, so hopefully the winter break can help that too."
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