Celtic Football Club has announced a record-breaking extension of its partnership with Adidas, marking the biggest kit deal in the club’s history. The new agreement, revealed this week, reinforces Celtic’s global brand strength and its ongoing commercial growth.
The exact financial terms have not been disclosed, but sources close to the club suggest that the new multi-year deal surpasses all previous merchandise and apparel contracts, both in annual value and length.
👕 A Continued Partnership
Celtic first partnered with Adidas in 2020, and the collaboration quickly became one of the most commercially successful kit deals in UK football outside the Premier League. The club has seen record shirt sales, multiple fan-designed releases, and an expanded global retail presence since joining forces with the German sportswear giant.
🗣️ Celtic FC Statement
“We are thrilled to extend our relationship with Adidas. This partnership represents more than just a kit deal — it’s a shared commitment to innovation, fan culture, and global ambition.”
The statement also noted that the deal includes expanded investment in women’s football, youth development, and sustainability initiatives.
🌍 Adidas Comments
Adidas issued its own statement, calling Celtic:
“A club with a unique heritage, passionate supporters, and bold ambitions — a perfect match for our global football vision.”
The sportswear company has been ramping up its football partnerships in recent years, including renewals with Arsenal, Real Madrid, and Bayern Munich.
📈 Impact and Reach
- Record kit sales in 2023 and 2024
- Massive online retail growth, including in North America, Australia, and Asia
- Iconic green-and-white hoops regularly among top-selling kits globally
- Continued fan demand for retro and limited edition ranges
The extended deal will also see new ranges for training gear, streetwear, and women’s kits, further expanding Adidas’ influence across Celtic’s fanbase.
🔮 What’s Next
- The 2025/26 kit launch is expected in June, with teasers already hinting at a modern twist on a classic design.
- Special “European Nights” edition kits and 140th-anniversary merchandise are also rumored for the coming season.
Celtic’s renewed partnership with Adidas marks not only a major commercial win but also a signal of the club’s ambitions to grow on the European stage — both in football and global fan engagement.
