Footy Headlines has leaked that Celtic and Adidas have already signed a contract extension, solidifying their partnership well into the future. While an official announcement from the club has yet to be made, it’s clear that Celtic are positioning themselves among Adidas’s elite clubs, joining the likes of Liverpool, Bayern Munich, and a select few others in the coveted ‘Elite’ category.
This new agreement follows a highly successful initial partnership that began in 2020. Adidas and Celtic were drawn together thanks to the club’s global reputation and fan loyalty, which has translated into huge sales and brand visibility both in the UK and abroad. Fans have shown massive support since the deal’s inception, snapping up merchandise at record rates and solidifying Celtic as a top-performing brand within Adidas’s football portfolio.
The specifics on the duration of the extension haven’t been confirmed, but a term of around four to five years is anticipated. This would see the Hoops decked out in Adidas gear well into the latter half of the decade, with the sportswear giant planning a robust, focused marketing effort alongside Celtic’s own communications team to highlight the new deal and its elite status.
The move into Adidas’s Elite Club tier will undoubtedly boost Celtic’s standing on the world stage, placing the Bhoys shoulder-to-shoulder with some of the most recognised names in football.