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Magners Celtic FC Football

Celtic end speculation over shirt sponsor with new Magners deal


By Tony Connelly, Sports Marketing Reporter

April 29, 2016 | 4 min read

Following months of speculation surrounding their shirt sponsorship Celtic have announced that they will continue their partnership with Magners Irish Cider.

The Scottish champions agreed a new four year extension with Magners in a deal which will see it feature on Celtic's kits until the end of the 2019/20 season.

However the new kit sponsorship will see the Magner's branding adopt a new position across the shoulders on the back of the famous green and white hoops jersey.

The club's official betting partner, Dafabet, will take up the main shirt sponsorship space in what is the biggest ever kit sponsorship deal in Scottish football history.

Magners, which is owned by C&C Group, first partnered with the Glasgow club at the start of the 2013/14 season and has since resided front and centre of Celtic's kits.

Discussing the extension to the deal Magners marketing director, Paul Condron, said: "Magners has enjoyed three fantastic years as the shirt sponsor of Celtic FC and we’re very proud to extend that partnership in a deal that will see our association with the club stretch to seven years – a number with great significance in the club’s illustrious history.

Since 2013, we’ve worked closely with the club in a number of areas – from support of the team and fans to the valuable work of Celtic FC Foundation and we’re very much looking forward to continuing this over the next four years.”

Celtic chief executive, Peter Lawwell, added: "Today’s announcement is great news for both the Club and our fans and means we will enjoy at least a seven year partnership with Magners, a magnificent brand and a strong and passionate supporter of both the Club and our charitable dimension.”

“As Champions of Scotland and one of the world’s great football clubs, Celtic continues to be a highly sought after partner for many major brands such as Magners.

“As we aim for our fifth consecutive title we are very pleased to be able to make such an important announcement of long term continued support and partnership, something which is highly positive for the Club as we look to next season and beyond.”

Celtic's shirt sponsorship deal with Magners was due to expire at the end of the current season and the club were reportedly in talks with betting firms Dafabet and FruityKing.

The move would have saw the club follow a growing trend in football with clubs increasingly partnering with betting firms however this would likely have provoked anger from supporters given Celtic's charitable foundation, Celtic FC Foundation, which address issues of health, equality, learning and poverty. Magners has been accommodating of the club's charity and has on occasion allowed it to take up the shirt space.

Magners Celtic FC Football

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