Celtic Football Club, founded in 1887 in Glasgow, Scotland, is one of the most famous and successful clubs in the history of world football. The club is recognised for its rich history, passionate fan base and numerous titles, including winning the European Champions Cup in 1967 – the first team from Britain to achieve this success. ‘Celtic is known for its traditions, deep connection to the community and the iconic white and green colours that have become the club’s symbol. Throughout its existence, the club has had many sponsors from various fields, from various product companies to gambling-related companies such as slots-2-win.com/best-online-slots/.

Early days: first sponsorship deals

At the time of its foundation in 1887, Celtic was a club established to support the Irish community in Glasgow. Its main goal was to raise funds for charity, in particular to help the poor and homeless. During this period, the club’s financial support was largely dependent on local entrepreneurs who shared resources and materials. Businesses such as pubs, shops and sports equipment manufacturers offered the club the necessary assistance in the form of funds or goods. Small companies associated with Celtic’s fan base played an important role. They helped to provide the club with basic needs, such as uniforms for players, pitch rental fees and match organisation. This support created a strong bond between the club and the local community, laying the groundwork for further development.

Examples of early deals and their impact

One of Celtic’s first significant partners was the Scottish double-glazed windows manufacturer CR Smith, which became the club’s title sponsor in 1984. The company’s logo appeared on the players’ shirts, which was an important milestone for the club, as title sponsorship was a new phenomenon in Scottish football at the time.

The partnership with CR Smith provided the club with a stable financial flow, which allowed it to invest in young players and improve training facilities. In addition, the deal helped to promote the Celtic brand outside of Scotland, which was the beginning of the club’s globalisation.

Another early partner of the club was the local Scottish company People’s Ford, which also actively supported Celtic in the late 1980s. These deals laid the foundation for further global sponsorship contracts with major international brands.

The era of globalisation: major title sponsors

The introduction of title sponsorship was a turning point in the commercialisation of football. For Celtic, this phase began in 1984 when CR Smith, a Scottish window frame manufacturer, became the first title sponsor to have its logo appear on the team’s shirts. This innovation allowed the club to generate a stable income, independent of match results, and made the players’ shirts not only a sporting attribute but also an effective marketing tool. Over time, title sponsorship has become an integral part of football. The sponsor logos on Celtic’s shirts have gradually evolved to reflect both changes in business partnerships and the transformation of the global football market. Overview of key partners:

1. CR Smith (1984-1991) was Celtic’s first title sponsor. This partnership lasted for seven years, which proved to be a stable and mutually beneficial deal. This contract provided the club with funds to improve its infrastructure and maintain its competitiveness in the domestic league.
2. People’s Ford (1991-1995). After CR Smith, Celtic signed an agreement with People’s Ford, which was another significant step in attracting major commercial brands. This partnership was aimed not only at financial support, but also at promoting both brands through sporting achievements.
3. Carling (2003-2010). In the new millennium, Celtic entered into an agreement with Carling, a British beer brand, which became one of the most notable sponsorships in the club’s history. Carling actively used Celtic to promote its brand internationally, especially in countries with a large Scottish diaspora.
4. Tennents (2010-2013). Another alcohol brand, Tennents, became the title sponsor in 2010. This deal helped Celtic strengthen its financial base and support the team in the face of fierce competition.
5. Dafabet (2016-present). The modern era of the club’s sponsorship began with a partnership with Dafabet, an international brand specialising in betting. This agreement is global in nature and aims to expand Celtic’s awareness in Asian markets, which have become one of the key growth areas for modern football.

How these deals have affected the club’s brand and finances

1. Thanks to the title sponsorships, Celtic received significant income, which was used to strengthen the team, build infrastructure and support the youth academy. The involvement of major brands allowed the club to become financially independent and compete with other European clubs.
2. Agreements with international companies such as Carling and Dafabet have significantly increased the club’s global awareness. This is especially true in regions where Celtic was less well known, such as Asia and North America.
3. Title sponsors are generally associated with quality and prestige. Partnerships with well-known brands have helped Celtic to enhance its reputation as one of the leading clubs not only in Scotland but also internationally.
4. Modern deals such as the one with Dafabet give the club access to digital platforms to promote its brand to a younger audience, which opens up new opportunities to attract fans and sponsors.

Sponsorships in other areas

Partners in the field of technical support

1. In 2005, Celtic entered into an agreement with Nike, which was an important step for the club in expanding its international recognition. Nike developed both playing kits and training uniforms, as well as offering exclusive collections for fans. The agreement with Nike brought the club significant revenue and helped to promote the Celtic brand in the US and Asia.
2. In 2015, Celtic switched to a partnership with New Balance. The American brand actively used the club to promote its products in Europe, offering stylish and high-quality uniform designs. The deal was one of the biggest contracts in the club’s history at the time.
3. In 2020, Celtic signed an agreement with Adidas, which is one of the leading companies in the sportswear market. This partnership was historically important for the club, as Adidas offered not only modern uniforms for the players, but also a whole line of products for the fans. The high quality of the products and the wide market coverage made this partnership extremely successful.

Social and charitable initiatives supported by sponsors

1. The Celtic Foundation is actively involved in community support. Many initiatives are funded by contributions from sponsors who wish to participate in the club’s social projects. For example, sponsors support programmes to fight poverty, develop young people and promote healthy lifestyles.
2. Together with sponsors, Celtic organises educational programmes for children and young people. This includes training at sports academies, football masterclasses and leadership development classes.
3. With the support of its partners, the club participates in environmental projects. For example, the modernisation of the stadium and training facilities using environmentally friendly materials and technologies was implemented with the active participation of sponsors.

Partnerships with casinos and gambling companies

In modern football, gambling and betting companies have become one of the key sponsors of many leading clubs. ‘Celtic is no exception – partnerships with such companies play an important role in the club’s financing, marketing activities and expansion of its influence in international markets.

One of Celtic’s most prominent partners in this area is Dafabet, an international betting company specialising in online betting. In 2016, Celtic signed a large-scale contract with Dafabet, which resulted in the company’s logo appearing on the club’s shirts. Key aspects of cooperation with Dafabet:

1. The contract with Dafabet is one of the most lucrative in Celtic’s history. Annual payments from the sponsor help the club to invest in players, infrastructure and social initiatives.
2. Dafabet has a strong presence in Asian markets and its partnership with Celtic has helped the club to increase its visibility in the region. The partnership has also helped to attract new fans and commercial opportunities.
3. Together with Dafabet, Celtic has implemented campaigns aimed at interactively engaging with fans, including matchday betting promotions and exclusive tournaments for fans.

Sponsorships in other areas of Celtic’s business not only provide the club with financial resources but also open up new opportunities for development. From construction and infrastructure partners to kit and charity brands, sponsors play a key role in shaping the club’s modern identity. Their involvement allows Celtic to remain not only a football giant but also an important social and cultural institution.