Celtic will reportedly not be classified as an “Elite Club” in their new extended contract with Adidas, contrary to previous reports.

While the club’s initial deal with the German sportswear giant was set to expire this summer, it appears to have been renewed under a different framework, with Celtic being placed in a new “Local Elite Club” tier.

According to Footy Headlines, Adidas has introduced new classifications for their partnered clubs:

• Elite Clubs: These include global giants like Manchester United, Arsenal, Liverpool, and Bayern Munich. Their kits and merchandise will be:
  • Available in all Adidas stores worldwide.
  • Accompanied by multiple lifestyle collections.
  • Marketed on a global scale.
• Local Elite Clubs: Celtic, along with clubs like Aston Villa and Newcastle, fall into this new category. The key differences include:
  • New authentic kits and lifestyle collections, but with limited availability.
  • Merchandise primarily distributed within the club’s country or regions with market potential.
  • No global marketing push comparable to the Elite tier.

While Celtic fans might feel disappointed by the club’s exclusion from the top tier, the Local Elite status still brings significant benefits, such as enhanced kit quality and exclusive collections. However, the limitations on global availability and marketing might hinder the club’s international visibility compared to teams in the Elite tier.

Neither Celtic nor Adidas has officially confirmed the details of the extended deal or the new tier system. Until then, these reports remain speculative but come from reliable sources in the football merchandising space.