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Dafabet, the Philippines-based online betting company, has entered into a seven-year sponsorship with the legendary Scottish football club Celtic.
This is an extension of a partnership that was originally signed in 2016, which was valid till 2020. Now both the companies have signed a fresh deal to extend the partnership till 2025. The Scottish Sun newspaper has called it “the biggest ever shirt sponsorship deal in the history of Scottish football.”
The Asian operator’s logo has adorned the shirts of a series of major football clubs in recent years and will be worn by newly promoted Fulham in the coming English Premier League campaign.
The two years agreed by Fulham and Dafabet is a more standard duration for a sponsorship deal, but John Cruces, Dafabet’s head of sports marketing and sponsorship, said the company was keen to confirm the long-term future of its association with Celtic after benefitting since the start of 2016–17.
He told Celtic’s website: “Our connection to Celtic has already been fantastic for us and even with two years still to run on our existing partnership, it was a relationship we were eager to continue.”
“Being on the front of the famous iconic Celtic shirt during this time brought us as much pride as it does to the Celtic supporters, who are some of the best and most passionate in the game.”
Dafabet was last season the shirt sponsor of English Premier League team Burnley and is the official betting partner of Leicester City. It has previously sponsored Sunderland and Aston Villa and backs snooker’s Dafabet Masters.
Speaking about the extension, Celtic chief executive Peter Lawwell said the duration of the deal would help the club plan for the long-term with confidence.
“This announcement represents further great news for the club and our supporters ensuring another positive, high value and high calibre partnership for the future,” he said.
“Agreements such as the one we announce today allow us to look forward with confidence as we strive to ensure Celtic maintains its position as the biggest and best in Scottish football.”
While Dafabet has assured its coverage in the Scottish game until the middle of the next decade, Bet365 looks set to reign in Spain.
On the eve of the new football season, the company has snapped up half of LaLiga’s top division clubs in two-year deals that include branding on digital channels and in-stadium, but not on shirts. The 10 clubs are RCD Espanyol, Villarreal, Athletic Club, Real Betis, Getafe, SD Huesca, Celta Vigo, Rayo Vallecano, Real Valladolid and SD Éibar.
Source: European Gaming Industry News
