Celtic FC Extends Partnership with adidas in Largest Kit Supplier Deal in Club’s History.

Roger Hampel

Photo Credit: Celtic Football Club

Celtic Football Club has officially extended its partnership with global sportswear giant adidas, signing a new long-term agreement that will see the German brand continue as the club’s official kit supplier for both the men’s and women’s teams. The renewal marks the largest kit supplier deal in Celtic’s history and cements the club’s relationship with one of the most prominent names in global football apparel.

A Strategic and Commercial Continuation

Since the initial deal began in 2020, the Celtic–adidas partnership has combined strong commercial performance with brand alignment, contributing to record-breaking merchandise sales and global visibility. The renewed agreement ensures continuity in both technical performance wear and fan apparel, including the iconic green and white hoops worn by Celtic teams and fans worldwide.

For adidas, Celtic joins an elite group of top European clubs under its banner, including Real Madrid, Manchester United, Arsenal, Bayern Munich, and Juventus. The extension highlights adidas’s strategic commitment to maintaining a presence in British and Scottish football through legacy institutions with strong local and global followings.

Economic and Brand Value for Celtic Celtic adidas

While financial details have not been officially disclosed, club executives describe this as a “landmark agreement” that reflects Celtic’s commercial strength and global brand value. Chief Executive Michael Nicholson noted that the extension “really reflects the strength and stability of the club,” and positions Celtic to move forward confidently with a trusted global partner.

The partnership brings continued access to global distribution channels, marketing support, and collaborative product development — all crucial for a club with one of the most passionate fanbases in European football.

Fan Engagement and Merchandise Strategy

Celtic and adidas have seen strong success in fanwear and merchandising over the past four years, with several kit drops selling out and the club reporting increased international demand. The extension ensures that adidas will continue to supply both match and training gear as well as fan-focused collections that connect Celtic’s identity with contemporary design.

As football clubs increasingly rely on retail and licensing revenue, kit partnerships play a significant role in financial planning. With Celtic often topping merchandise sales in Scottish football and generating global attention during European competition, this deal provides long-term stability and a platform for further international growth.

Context Within Football Sponsorship Landscape

This renewal also positions Celtic competitively within the wider football sponsorship market. While many clubs have shifted to short-term or performance-based kit deals, Celtic’s long-term arrangement with adidas reflects a mature and stable brand relationship, offering predictability and shared investment in future marketing initiatives.

For adidas, the extension reinforces the brand’s strategy to remain the market leader in football apparel, with legacy partnerships forming a core part of its club portfolio. The company continues to invest in clubs with rich histories, strong identities, and global fan engagement — all areas where Celtic ranks highly.