The History of Celtic Sponsorships – “They Called It Sacrilegious”

In partnership with

The Celtic Star

·20 December 2021

The History of Celtic Sponsorships – “They Called It Sacrilegious”

The History of Celtic Sponsorships…

Since shirt sponsors got introduced at the chest of the green and white shirt in 1984, Celtic have been supported by window suppliers, car sellers, breweries, and betting companies. We dig into the history of Celtic FC’s sponsors over the years.

Some fans weren’t pleased back in 1984 when the Celtic shirt for the first time was going to feature the logo of the window supplying company CR Smith. Fans critiqued that the 96-year-old football club was partnering with commercial interests. They called it sacrilegious. But all of football was changing towards shirt sponsorships in the 1980s, and today these shirt sponsorships are completely normalised in football.

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The clubs were already in commercialised partnerships with clothing manufactures, who designed the shirts, shorts and socks for the football teams to brand clothing companies like Adidas, Nike, Umbro, and New Balance. Sponsorships are a crucial part of the modern football economy. As popular symbols of attention for football fans all over the world, the clubs gain massive attention from football watchers all over the world. This attention is valuable for sponsors all over the world since it can help establish knowledge of a product and even add certain values and identities to the brand.

Sponsorships Over the Years…

Celtic FC has given space for multiple different sponsors over the years. CR Smith was at the Celtic shirts from 1984 till 1998 with some seasons off the sponsorship, where other companies took over the sponsorship. From 2003 till 2011 the Carling Brewery was branding its lager as the football beer of the green part of Scotland. Another brewery Tennent’s took the sponsorship from 2009 till 2015. And since 2016 the team has been sponsored by the betting company Dafabet, marking how sports betting brands get heavily involved with football sponsorships.

In 2017 Celtic FC got an official casino partner. This came to some criticism from Celtic fans, but gambling has for a long time been a part of funding Celtic FC. In 1964 the club started the Celtic Pools. It’s a lottery for Celtic supporters to give funds to the youth academy of Celtic FC. In 2020 the youth development purposes of Celtic FC were funded with almost a million pounds from the Celtic Pools. Read more about Celtic Pools at https://www.celticfc.com/celtic-pools.

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