SCOTTISH PREMIER LEAGUE club, Celtic FC, has signed a three-year shirt sponsorship deal with the Irish cider brand, Magners.
The deal, which kicks off at the start of the 2013/14 season, represents the first time that Celtic has not shared their shirt sponsor with “Old Firm” rivals Rangers since the 1998/99 season.
During this period, the clubs were sponsored by NTL (1998-2003), Carling (2003-2010) and Tennent’s Lager (2010-2013) – the latter brand is owned by C&C Group PLC, which also owns Magners.
"In the past we did have shared sponsors [with Rangers] but these were down to circumstances rather than the plan, certainly in my time here," said Celtic chief executive, Peter Lawwell.
“We are not defined by any other club. We are Celtic and that is witnessed here today. We have our own brand, story, traditions and a powerful offering to any sponsor. Here, we’ve got Magners who fit with Celtic in terms of its global aspirations.”
Lawwell continued: "Magners is a global brand. It is in over 40 countries at the moment and they have very exciting growth plans. It underlines the power of Celtic that we are going to play such an important part in these growth plans."
Magners was formerly the title sponsor of rugby union's Celtic League between 2006/07 and 2010/11 and was the main sponsor of London Wasps rugby union club from 2005 to 2009.
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen