2024 © All rights reserved.
© Canva
Celtic Football Club has announced the extension of its front-of-shirt sponsorship deal with Dafabet for an additional three years, marking a historic milestone as the club's longest-ever shirt sponsorship partnership. By the end of this agreement, Dafabet will have featured on Celtic kits for an impressive 12 consecutive seasons. This enduring collaboration, which began in 2016/17, has seen Dafabet's logo prominently displayed during some of the most successful periods in Celtic’s history, including the famous "Invincible" season. The partnership first began in 2015 when Dafabet joined as Celtic’s International Betting Partner, making this a 13-year relationship in total.
Dafabet’s involvement with Celtic goes far beyond sponsorship. The company has demonstrated unwavering support for the Celtic FC Foundation, donating front-of-shirt space for charitable campaigns, sponsoring charity matches, and providing continual backing for community-focused initiatives. The partnership has also seen Dafabet donate match tickets to local causes and offer "Play on the Park" opportunities to fans and worthy causes each year.
John Cruces, Dafabet’s Head of Sponsorship, expressed pride in the continued collaboration: “We are very happy to be extending our partnership with Celtic FC. To be the longest front-of-shirt partner on such an iconic and worldwide-recognized shirt is a proud moment. To think it was back to the 2016/17 season, an invincible season, that we were first on the shirt is somewhat surreal. The measure of success the club has had during our partnership has been incredible and testament to all, both on and off the park. We look forward to seeing more records broken and achieving common goals together.”
Celtic CEO Michael Nicholson also praised the renewal, emphasizing the importance of Dafabet’s role in the club’s success: “Dafabet has been a hugely important partner of the club for so many years, and we are delighted to agree this new extension. It is a partner which has also demonstrated a real and meaningful commitment to our charitable and community dimension, something we are extremely appreciative of. Through agreements such as the one we announce today, we can look ahead with confidence. We thank Dafabet for their continued commitment to Celtic.”
This record-breaking partnership is a testament to Celtic’s ability to forge enduring, high-quality relationships that benefit the club both commercially and socially. In an era when front-of-shirt gambling sponsorships face increasing scrutiny—particularly with their ban in the English Premier League set to take effect in 2026/27—Celtic’s collaboration with Dafabet highlights a sustainable model of partnership.
With Dafabet’s continued support, Celtic can look forward to more success on the pitch and a deeper impact in their community initiatives off it.
Sources: Gambling Insider, Celtic FC
