Asian-facing iGaming operator Dafabet has expanded its partnership with leading Scottish football club Celtic FC to become the team’s shirt sponsor for the next four seasons.
The deal, described as the largest in Scottish football history, sees Dafabet’s logo appear on Celtic shirts from the 2016-17 season as a main club sponsor, having served as the team’s international betting partner from the 2015-16 season.
The agreement sees Dafabet replace Magners as Celtic’s shirt sponsor, with the Irish cider brand having served as the team’s sponsor since 2013.
“A year ago I said that no matter where in the world you are, you see Celtic shirts such is their tremendous support and fan following,” Dafabet head of marketing and sponsorship John Cruces said. “We’re talking about one of the most iconic and recognised shirts in football.
“Now to have Dafabet at the heart of Celtic sponsorship is a milestone event and a very proud moment for us,” Cruces continued. “Having already formed a strong partnership with the club we can only go from strength to strength over the next four years.”
Dafabet’s managing director of online betting and gaming Dimitris Karatzas said his company continually looked to increase its presence in football, having grown brand awareness through deals with the likes of Sunderland and Blackburn Rovers.
“To now feature on the front of one of the most famous shirts in football, is another huge step forward for us,” he said.”We are all very much looking forward to the next four seasons in partnership with Celtic FC.”
Celtic chief executive Peter Lawwell said: “We are delighted to make this announcement, which is fantastic news for the club and our supporters and ensures a positive, long-term and high-value partnership for the future.
“We have already enjoyed an excellent relationship with Dafabet and we are delighted they have made such an increased commitment to the club.
“Celtic continues to be one of the world’s great football clubs and one which is delighted to attract such high-calibre associations,” he explained. “Partnerships such as the one we announce today allow us to look forward with confidence as we ensure Celtic maintains its position as the biggest and best in Scottish football.
“We welcome Dafabet to Celtic as a main club sponsor and very much look forward to working with such a successful organisation over the next four years.”