SHIRT sales have rarely been an issue for the Hoops, but with two massive sponsorship deals reaching their final year of contract in 2025, could Celtic explore alternative options for their front-of-shirt sponsors?
As two of the club’s major partnership agreements are near expiration, the potential for new and exciting partnerships is on the horizon. The Parkhead executives agreed to a Scottish record kit agreement with Adidas in 2020 after the expiry of their contract for over £25 million with New Balance. Nonetheless, their five-year deal with the sportswear conglomerate concludes next summer, potentially allowing the Double Winners to partner with another big brand.
In addition, the Scottish Premiership champions may get an alternative front-of-shirt sponsor next season as they approach the final year of their long-term partnership with Dafabet. Let’s take a closer look at the current situation.
Dafabet’s history with Celtic
Due to the huge rise of major sportsbook and casino companies, like those found at online casinos that offer flexible betting options and bonuses, it was no surprise when Dafabet supplanted Magners in 2016 and, two years later, secured a contract to continue as Celtic’s principal shirt sponsor until the conclusion of the 2024/25 season. The Premiership champions characterised the five-year contract renewal as “the largest front-of-shirt sponsorship deal in Scottish football history,” a testament to the stability of the relationship between the pair ahead of its tenth year.
Where do we go from here?
Celtic is now in its ninth season with its longest-standing major jersey sponsor since the eight-year collaboration with CR Smith throughout the 1980s and 90s. Although the affiliation has secured about £2.5 million annually for Celtic, the club’s executives will evaluate other attractive partnerships in the forthcoming months to enhance the financial resources of Parkhead.
Little information has been released regarding the future of Celtic and Dafabet’s partnership, and whether or not a renewal is possible is yet to be seen. However, and in stark contrast, relations between sporting giant Adidas and Celtic are seemingly growing stronger.
Adidas’ history with the Hoops
The Hoops transitioned from New Balance to the German athletic conglomerate in the summer of 2020, securing a five-year agreement with one of the most renowned sports companies globally, characterised as “the most significant kit sponsorship ever announced in Scottish sport.” Everything appears to have proceeded as intended. According to 2023 data, Celtic shirt sales yielded £29 million for Adidas, ranking them in the top 20 football teams globally in kit sales.
The contract concludes at the conclusion of this season; nonetheless, it is improbable that Adidas will manufacture the final uniforms for this season. Latest reports believe that Adidas and Celtic are prepared to extend their partnership, with a long-term arrangement expected to be confirmed before the season concludes.
Celtic-Adidas partnership is expected to become ‘elite’
Celtic isn’t just reported to continue relations, but the next team to receive elite status by prominent kit maker Adidas.
Members of the company’s ‘elite’ category comprise Manchester United, Arsenal, and Bayern Munich, with exclusive benefits activated upon membership. A new logo design will be used on the front of their shirts starting with the 2025/26 season.
Celtic has partnered with Adidas for four consecutive years, and indications show that an extension of this collaboration is imminent.
For the first time, Celtic’s new shirt will use the trefoil emblem and heat-dry technology if a new deal is made and they are promoted to elite status. The Hoops have ascended from the B Premium Tier for kits, similar to the promotions achieved by Newcastle United and Roma before the 2024/25 campaign.
Merchandise boom incoming?
Celtic supporters have always desired Adidas’ treatment of the iconic hoops, and Adidas has responded with frequent launches of new training kits and leisurewear.
Earlier this year, it was revealed that Celtic ranked 17th in Europe for item sales. With a new agreement and Elite status forthcoming, they might advance towards the top 10, bolstered by one of the most unique and visually striking home uniforms in sports. This potential for increased merchandise sales is a promising sign for the financial future of the club.
Image Source: unsplash.com
