Celtic are on the verge of extending their partnership with Adidas, with former football executive Keith Wyness suggesting that the new deal could bring an additional £5m annually.
However, Wyness has also warned that the Hoops will need to step up their performances in Europe to fully capitalise on the lucrative bonuses reportedly tied to the agreement.
In an interview with Football Insider, Wyness speculated that while the exact terms of the deal remain unclear, success in competitions will see the Hoops unlock adidas clauses the rest of us are not privy too.
“That’s one that I have never had to negotiate, so I’m unclear as to how much that would be,” Wyness admitted. “But my guess would be something like probably a £5million difference, possibly a year. I could be wrong on that, but I think it’s going to certainly be based on results.”
“If Celtic do well in the Champions League, which they didn’t do in the last game, they could get those sorts of bonuses. I think it will be bonus-related, maybe with a very small uplift on the basic.”
Celtic’s Mixed Start in Europe
Celtic’s form in Europe has been inconsistent this season. A victory over Slovan Bratislava at Celtic Park kicked off their Champions League campaign, giving fans plenty to cheer about. But reality hit hard in their next outing, suffering a heavy 7-1 defeat away to Borussia Dortmund—a reminder of the challenges the club faces in competing with Europe’s elite.
Wyness, who previously held executive roles at Everton and Aston Villa, noted that Celtic’s recent result was a missed opportunity to make an impact on the European stage. “7-1 was a bit of a hammering, so they’ve got to perform better than that.”
Celtic Joins Adidas’ Elite Ranks
This deal with Adidas places Celtic alongside footballing giants such as Real Madrid, Manchester United, and Bayern Munich in the sportswear giant’s ‘elite’ category. The financial rewards from such a prestigious partnership could be significant, but as Wyness points out, those bonuses will be tied to Celtic’s ability to deliver in Europe.
Adidas have been the club’s kit supplier since 2020, and the extended deal is expected to bring further commercial success, provided Celtic can close the gap with Europe’s top teams. With the Hoops’ domestic dominance established, their next challenge remains proving themselves on the grandest stage of all—something this new partnership might just hinge on.
Atalanta are up next for the Hoops and if Brendan Rodgers continues his hard headed approach to playing European teams with pedigree, we can’t bet against some very uncomfortable results. But we do still have hope this side can cause a shock in this year’s competition.
Why are you giving air to a has-been exec who knows nothing about our club beyond his own speculation, and most importantly why are you referencing football insider? It’s one of the absolute worst click-baity sites on the web. Are you THAT desperate for clicks yourself you have to resort to cribbing from that trash? Come on, you can do better than a site that gives Frank McAvennie beer tokens to make up stuff about the club he professes to love.
Seriously, any regulars you have won’t stick around if that’s the level of second-hand garbage you’re going to post…
And Doug from down the street speculates Celtic players will have to play using only their left foot….
Some guy “speculating” is not news or fact or even worthy of being mentioned anywhere other than the local boozer.