Celtic and Adidas have reportedly agreed to extend their record-breaking partnership, a move that would see the Scottish champions continue with the German sportswear giant as their official kit supplier.
Talks have been ongoing regarding an extension of the existing deal, but according to FootyHeadlines, an agreement has now been finalised, with an official announcement expected soon.
FootyHeadlines, known for its reliable updates on football kits and gear, suggests that Celtic’s deal will place them in Adidas’ elite tier of clubs.
This exclusive level typically includes special editions, historic collaborations, and anniversary ranges, similar to those enjoyed by Manchester United, Real Madrid, and Liverpool.
Recent Celtic kit releases seem to have tested the market’s appetite for these types of items, and fan enthusiasm has reportedly reinforced the decision.
The partnership between Celtic and Adidas has seen record sales, with the club’s supporters eagerly purchasing merchandise in high numbers.
The extended agreement positions Celtic among Europe’s top clubs, highlighting their commercial growth and appeal.
It remains to be seen what the length and financial details of the new deal entail, but the announcement will underscore Celtic’s place in Europe’s commercial football landscape.
This shrewd move only widens the gap between Celtic and their cross-city rivals in terms of commercial strategy and success.
In other news, the Scottish Football Association (SFA) has appointed former English Premier League referee Martin Atkinson as its new VAR Manager, following the abrupt departure of Jon Moss, who left after a brief tenure for what was described as an “opportunity of a lifetime.”
Atkinson’s appointment is part of wider restructuring within the SFA’s refereeing department, which recently saw Willie Collum take over from Crawford Allan as Head of Refereeing.
Atkinson’s role will be critical in raising the standard of VAR officiating across Scottish football, an area that has faced considerable criticism since its introduction.
VAR decisions have stirred controversy throughout the league, with inconsistent rulings frustrating fans and clubs alike.
One of the latest contentious moments occurred in Celtic’s recent match against Motherwell. During the game, Daizen Maeda’s goal was disallowed after he was fouled in the box, causing his arm to unintentionally brush the ball.
The goal was ruled out, and no penalty was awarded, leading to questions over why VAR did not instruct the referee to review the incident.
Willie Collum has taken part in two recent VAR reviews aimed at enhancing transparency and establishing consistency, a move that has been well-received by fans who are eager for improved officiating.
With the League Cup semi-finals scheduled for this weekend, VAR will again be under intense scrutiny. Andrew Dallas will oversee VAR for Celtic’s semi-final against Aberdeen, while Alan Muir will handle VAR for the other semi-final, adding further pressure for precise and consistent officiating.