Celtic FC Secures Record-Breaking Sponsorship Extension with Dafabet
Celtic Football Club has signed a three-year extension to its front-of-shirt sponsorship deal with Dafabet, making it the longest-running partnership of its kind in the club’s history.
Key Details of the Deal:
- Dafabet will feature on Celtic’s kits until at least 2029.
- The partnership began in 2015, with Dafabet appearing on the jersey for the first time during the 2016/17 season.
- By the end of this agreement, the collaboration will have spanned 12 years, setting a record for the club.
A Longstanding Partnership
Since becoming Celtic’s International Betting Partner in 2015, Dafabet has played a central role in the club’s branding. Their logo first graced the iconic Hoops jersey during the celebrated “Invincible Season” of 2016/17.
Beyond football, Dafabet has broadened its sponsorship portfolio, partnering with AFC Bournemouth in the English Premier League and Cricket South Africa in a three-year deal signed earlier this year.
Statements from Both Sides
John Cruces, Head of Sponsorship at Dafabet, celebrated the milestone:
“To be the longest front-of-shirt partner on such an iconic and worldwide-recognised shirt is a proud moment. The measure of success the club has had during our partnership is incredible, and we look forward to achieving more together.”
Celtic CEO Michael Nicholson emphasised the wider impact of the partnership:
“Dafabet has been a hugely important partner for the club, not just in sponsorship but also through their meaningful contributions to our charitable and community initiatives. Their continued commitment allows us to look to the future with confidence.”
Broader Context
This renewal reinforces Celtic FC’s commercial strength and commitment to community outreach. However, the announcement comes as gambling sponsorships face growing scrutiny in sports. The English Premier League, for example, plans to ban gambling brands from front-of-shirt sponsorships by the 2026/27 season, potentially setting a precedent for other leagues.