Celtic FC Announces Avant Water Partnership Running to 2028.

Roger Hampel

Image: Celtic FC

Celtic FC has confirmed a new commercial partnership with Avant Water, appointing the company as the club’s Official Water Partner for the remainder of the 2025/26 season, with the agreement running through to 2028.

The partnership applies across all Celtic squads and includes product supply, in-stadium sales and brand activations linked to matchdays and digital channels.

Hydration Supply and Matchday Integration Celtic FC

Under the terms of the deal, Avant Water will provide hydration products to Celtic’s men’s, women’s and academy teams. Avant products will also be sold at Celtic Park and across the club’s retail outlets, integrating the partnership directly into matchday operations and supporter consumption.

Brand visibility will be delivered through stadium advertising and a series of activations, alongside fan-focused engagement across social media platforms. Avant Water positions itself as an environmentally focused brand, with products packaged in 100% recycled bottles. While sustainability messaging forms part of the partnership narrative, the commercial structure follows a familiar FMCG sponsorship model built around exclusivity, supply rights and in-venue distribution.

Executive Commentary

Soner Kanal, Director of Avant Water, said the partnership reflects shared priorities around performance and sustainability:

“At Avant, we believe in fuelling champions through premium hydration while also supporting initiatives that make a real difference. Celtic’s commitment to sustainability, wellbeing and social impact aligns closely with our own.”

Kevin McQuillan, Head of Commercial Operations at Celtic FC, highlighted the operational scope of the agreement:

“Avant will be supplying all our teams with the hydration support they need and engaging with us and our fans across social and community initiatives. We look forward to working together across the next few years.”