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When do Celtic's record breaking Dafabet and adidas shirt sponsorship deals end?

Celtic's deals with Dafabet and Adidas are coming to an end
-Credit: (Image: UGC)


The brand new Celtic 2024/25 home kit has been unveiled and will hit shelves later this month.

But next year's Hoops jersey could look a lot different as two of the club's biggest partnership deals approach an end. Parkhead supremos agreed a Scottish record kit deal with adidas in 2020 after their £25million-plus deal with New Balance ran out. However, their five-year contract with the sportswear giants is up next summer which could see the Double-winners move forward with another global brand.

Similarly, the Premiership champions could have a new front-of-shirt sponsor next season as they enter the final year of their long-term association with Dafabet. Here, Football Scotland tells you everything you need to know:

Adidas

Celtic hailed their bumper five-year agreement with adidas as "the biggest kit sponsorship ever to be announced across Scottish sport". The German sportswear firm have served as the Glasgow club's official kit supplier, covering both the men’s and women’s teams, since July 2020 - producing at least three new shirts per campaign, plus special edition and training gear.

It's been a hugely successful collaboration for both parties, as the Hoops broke into the elite top 20 clubs for shirt sales in 2023, generating a staggering €34million. The incredible feat measures the club's worldwide popularity and will prove extremely appealing to other leading brands looking to replace adidas from next season.

Celtic's continued participation in Europe, and in particular the Champions League, will also strengthen their pulling power, not to mention the club's growing fanbase in the Asian markets. Celts have previously partnered with the likes of New Balance, Nike and Umbro but other competitors such as Puma, Hummell and maybe even Castore (Rangers' current kit manufacturers) could attempt to add the Parkhead giants to their portfolios.

Dafabet

Dafabet replaced Magners in 2016 and two years later struck an agreement to remain as Celtic's main shirt sponsors until the end of the 2024/25 season. Once again, the five-year contract extension was described by the Premiership winners as "Scottish football’s biggest ever front-of-shirt sponsorship deal".

Now entering their ninth season, it's the longest partnership with one main shirt sponsor that Celtic have had since they enjoyed an eight-year association with CR Smith (over two spells) in the 1980s and 90s. Yet while the affiliation has guaranteed around £2.5m per annum for Celtic, Hoops chiefs will explore their options over the coming months as they look at other lucrative link-ups that will further boost the Parkhead coffers.