Celtic announced a three-year contract extension with Dafabet, cementing a partnership that will become the longest shirt sponsorship deal in the club’s history. By the time this new agreement concludes, Dafabet will have adorned the famous Hoops for 12 consecutive seasons, having first appeared on the kit during the 2016/17 campaign.
The relationship between Celtic and Dafabet began in 2015 when the betting company came on board as the club’s International Betting Partner. This renewed deal extends their collaboration to an impressive 13 years, underscoring Celtic’s appeal to global brands and their reputation as a well-run football club.
A Commercial and Community Partnership
Dafabet’s involvement goes far beyond the commercial benefits of shirt sponsorship. Over the years, they have shown a strong commitment to supporting Celtic FC Foundation and its charitable activities. From donating front-of-shirt space to the Foundation during key campaigns, to gifting match tickets and sponsoring charity matches, Dafabet has demonstrated a genuine connection to Celtic’s ethos of giving back.
Fans will also be familiar with Dafabet’s annual “Play on the Park” initiative, which grants supporters the chance to take to the Celtic Park pitch—another example of the sponsor’s dedication to community engagement.
Gambling in football
There is an ongoing debate surrounding the role of gambling sponsorships in football, with growing scrutiny over their influence on the game. The English Premier League (EPL) has taken steps to address these concerns, introducing measures to reduce the prominence of gambling brands on jerseys. However, these initiatives appear to have lost momentum in recent years, with many clubs still expected to feature gambling sponsors in some capacity moving forward.
In Scottish football, the landscape is markedly different. Given the financial constraints faced by clubs operating in a smaller market, gambling sponsorships often provide a crucial revenue stream. For many, the financial support offered by these partnerships can mean the difference between stability and struggle.
As a result, it’s difficult to envisage a scenario in the near future where gambling companies are entirely removed from advertising in Scottish football.
Celtic’s Continued Global Appeal
This historic extension highlights Celtic’s ability to attract and retain high-profile sponsors. The club’s strong domestic and European presence, coupled with their commitment to both footballing success and community outreach, ensures they remain an appealing partner for leading international brands.
As the Hoops continue to grow on and off the pitch, this deal with Dafabet signals another step in maintaining their position as one of the best-run clubs in football.
