Celtic’s newly unveiled 2025/26 home kit has turned heads—not just for its tartan-inspired design, but for what’s missing.
For the first time in over a decade, there’s no sign of Magners on the back of the shirt, sparking speculation that the club’s long-standing partnership with the Irish cider brand may have quietly concluded.
A Decade in the Hoops
Magners first appeared on Celtic’s shirts in the 2013/14 season, replacing Tennent’s as the main sponsor. The deal marked the end of a shared sponsorship era with Rangers and was seen as a significant commercial win for the club.
In 2016, the sponsorship structure shifted. Magners moved from the front to the back of the shirt, while Dafabet took over as the primary sponsor. The revised deal extended Magners’ presence on the kit through to the 2019/20 season. After that, they continued to feature without any fan fare.
As of the 2024/25 season, Magners continued to feature on the back of Celtic’s shirts. However, the launch of the 2025/26 home kit has notably omitted the Magners logo as the pre-orders begin, suggesting a possible end to the partnership. There has been no official announcement from either Celtic or Magners regarding the conclusion of their sponsorship agreement.
A New Era with Celtic & Adidas
Coinciding with the apparent end of the Magners deal, Celtic has announced a landmark extension of their partnership with Adidas, marking the biggest kit deal in the club’s history. The new agreement underscores Celtic’s commercial growth and global appeal, with Adidas continuing to supply kits and fanwear for both the men’s and women’s teams.
While the absence of Magners from the new kit may indicate the end of a significant chapter in Celtic’s commercial history, the club’s strengthened relationship with Adidas points to a promising future. Fans will be happy to not see an ad placement on the back of the jersey, especially those who want a name and number printed at the back.
