Commercially astute Celtic sign landmark deal | OneFootball

Celtic announced yesterday a new three-year contract extension with shirt partner Dafabet…

Following the conclusion of the Magners deal in season 2015/2016, Dafabet became Celtic’s prime shirt sponsor in Brendan Rodgers’ first campaign as Hoops manager back in 2016/2017.

Subsequently, the commercial collaboration between Celtic and Dafabet which is expected to last until season 2027/2028 will be the longest short partnership in the club’s entire history – making it a landmark deal.

Celtic Chairman Peter Lawwell and Chief Executive Michael Nicholson in the directors box. Celtic v Kilmarnock, Cinch Scottish Premiership, 17 February 2024. Photo Stuart Wallace Shutterstock

Despite being on the front of all home, away and third strips in the last nine seasons, the betting firm joined as a club partner in 2015 which will extend Celtic’s link with Dafabet to 13 years by the time the new contract ends.

Speaking to the official Celtic FC website yesterday afternoon, CEO Michael Nicholson said, “Dafabet has been a hugely important partner of the club for so many years and we are delighted to agree this new extension.”

“It is a partner which has also demonstrated a real and meaningful commitment to our charitable and community dimension, something we are extremely appreciative of.”

Nicholson added: “It is through the club’s strong fundamentals that we continue to be able to attract and deliver such quality partnerships and through agreements such as the one we announce today we are able to look ahead with confidence. We thank Dafabet for their continued commitment to Celtic.”

Dafabet posted this message on their social media channels: “We are proud to announce a three-year contract extension with Celtic FC. This deal will make Dafabet the longest shirt partnership in the Club’s history! We wish the Club the best of luck and continued success both on and off the park.”

Conor Spence

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