News
Marketing can change the world

Fruity King could outbid Dafabet for Celtic shirt sponsorship deal

Mobile gaming casino company Fruity King has reportedly emerged as the frontrunner in the race to become Celtic FC's new shirt sponsor and might be poised to agree what would be the biggest shirt sponsorship deal in Scottish football.

Celtic's current shirt sponsorship with Magners is due to expire at the end of the current season and the Scottish champions are looking for possible replacements.

Filipino betting company Dafabet, currently the club's official international betting partner, was considered the front runners to replace Magners in a potential deal which would allow it to build on its expanding UK football sponsorship portfolio.

However Fruity King's head of marketing and partnerships, James Smith, revealed that the company was close to agreeing terms with the Glasgow club.

He reportedly told Winner Sports that the Fruity King has "the budget to compete with anyone."

Smith said:"Celtic are a massive club with a huge global fan-base. We’re eager to close what could potentially be the biggest sponsorship deal in Scottish football.”

Dafabet, which also has shirt sponsorship deals with a number of English clubs including Blackburn Rovers and Sunderland, is understood to be in talks over a new five-year-deal with Celtic.

If made then the reported offer from Fruity King would likely tempt the Parkhead club more as it aims to close the gap on the increasing wealth of its more affluent English counterparts playing in the Premier League.

Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This not only includes breaking news but writing feature pieces with insights from experts in the sports marketing world.

All by Tony