The Celtic and adidas £29m cash boost that has manufacturer 'ready' to pull trigger on new deal

It's reported Celtic and adidas are ready to extend their deal beyond the end of this season

Adidas are reportedly ready to extend their agreement with Celtic after a profitable first four years.

The Hoops switched from New Balance to the German sportswear giants in the summer of 2020, signing up to a five-year deal with one of the most iconic sports brands in the world in what was described as "the biggest kit sponsorship ever to be announced across Scottish sport." It's all seemingly gone to plan. ESPN have reported that, in 2023, Celtic kit sales generated £29m for adidas and that put them in the top 20 for kit sales among football clubs worldwide.

The agreement expires at the end of this season, but it looks unlikely this season's kits will be the last produced by adidas. Kit specialists Footy Headlines are now reporting that adidas and Celtic are both ready to pull the trigger on extending the deal and it seems increasingly likely a long-term agreement will be announced before the end of the season.

There's some uncertainty over main shirt sponsor Dafabet whose deal also expires at the end of the 2024/25 campaign. It remains to be seen if that will be extended, but it seems adidas are going nowhere.

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