Celtic has announced a three-year shirt sponsorship deal with Irish cider brand Magners in an agreement that ends the club’s policy of sharing partners with rival Rangers.
Celtic and Rangers have shared the same shirt sponsor for over a decade and the Scottish Premier League champion’s new deal comes after it urged its shareholders in October to vote against a resolution which called for the club to drop any joint sponsorship deals with its Glasgow rival and adopt a new commercial strategy. A group of Celtic shareholders made the proposal in an attempt to break an “unwanted alliance” with its bitter rival. Brewing firm Tennent’s in February 2010 agreed a three-year deal for the shirt sponsorship rights to both Celtic and Rangers.
Magners’ partnership with Celtic will commence from the 2013-14 season and while financial details of the deal were not disclosed, club chief executive Peter Lawwell said it is on improved terms to the £1.5 million per season Celtic currently receives. “This partnership is magnificent news, not only for Celtic but also for Scottish football,” added Lawwell. “We are proud to be successfully leading Scottish football at home and in Europe. The desire of a brand with Magners’ stature to support the club is a measure of how much positivity there is around Celtic in our 125th year. I look forward to a long and successful partnership with Magners and I’m sure every Celtic fan will welcome their support.”
Tom McCusker, managing director of Magners, said: “Magners is a premium brand with huge ambition both at home and abroad, available in over 40 markets worldwide including key cider growth territories like the US, Australia, Canada and Asia. There is, therefore, a great fit with Celtic Football Club who also enjoy great success and popularity domestically and internationally. Everyone at Magners is looking forward to working with Celtic and its fans over the coming years in what promises to be an exciting time for the club and our brand.”