May 5 – Scotland’s Celtic, who celebrated a fifth consecutive Scottish Premier League Championship last weekend, have followed this up with the announcement of what they say is the biggest shirt sponsorship deal in the history of Scottish football.
Online betting company Dafabet has agreed a four-year deal for the front of the shirts for an undisclosed amount. The deal begins at the start of the 2016/17 season.
Dafabet replaces Magners who last week agreed a separate deal which will see the cider brand move to the back shoulders of the club’s kits. This is the first time a short will carry two sponsors.
Dafabet were already Celtic’s International Betting Partner as part of a five-year deal. The upgraded partnership will seem them designated as Main Sponsor.
Celtic chief executive Peter Lawwell said: “Partnerships such as the one we announce today allow us to look forward with confidence as we ensure Celtic maintains its position as the biggest and best in Scottish football.”
Over the past four years Cletic has pretty much had the Scottish leadership position to itself as bitter rivals Rangers fought their way back to the top flight from enforced relegation to League 2. With the two Glasgow clubs (and Scotland’s biggest) resuming their league rivalry the SPL is likely to see a boost in sponsor interest.
Dafabet in this respect is coming in at the right time. John Cruces, head of sports marketing and sponsorship at Dafabet, said: “A year ago I said that no matter where in the world you are you see Celtic shirts, such is their tremendous support and fan following.
“We’re talking about one of the most iconic and recognised shirts in football.
“Now to have Dafabet at the heart of Celtic sponsorship is a milestone event and a very proud moment for us.
This was echoed by Dimitris Karatzas, managing director of online betting and gaming at Dafabet, who said: “We continually aim to increase our presence in football and believe we have achieved that aim year on year.
“To now feature on the front of one of the most famous shirts in football is another huge step forward for us.”
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