Asian-facing online gambling operator Dafabet has finally secured its shirt sponsorship of Scottish football powerhouse Celtic FC.
In February, the Philippines-based, UK-licensed Dafabet was rumored to be close to a major upgrade to its relationship with Celtic, with whom Dafabet had established a five-year international betting partnership in 2015.
On Monday, the two parties confirmed what Celtic referred to as “the biggest ever shirt sponsorship deal in Scottish football history,” although the deal’s precise price tag wasn’t disclosed. At any rate, Dafabet’s four-year deal will see the betting brand’s logo appear on the front of Celtic’s home and away jerseys, as well as on its training kit.
The deal, which will take effect with the start of the 2016-17 Scottish Premiership season, will see Dafabet serve as ‘Main Club Sponsor,’ while current shirt sponsor (cider brand) Magner’s will see its logo shift to the back shoulder of the team’s jerseys, meaning Celtic players will carry two logos into battle next season.
Sharing the shirt doesn’t appear to bother Dafabet, whose head of sports marketing John Cruces called the signing “a milestone event and a very proud moment for us.” Cruces celebrated Celtic as having “one of the most iconic and recognized shirts in football” and said Dafabet’s new visibility means the operator “can only go from strength to strength over the next four years.”
Celctic CEO Peter Lawwell logrolled back, saying the club was delighted to be able to attract “such high-caliber associations.” Lawwell said the club had enjoyed an “excellent relationship” with Dafabet via its betting partnership and the new expanded deal would ensure “a positive, long-term and high-value partnership for the future.”