New Balance boosts its presence in football with Celtic deal
05/03/2015
Celtic will join a growing number of New Balance-sponsored clubs in Europe, including Liverpool, Sevilla FC and Porto. The company only moved formally into football at the start of 2015.
The Glasgow club’s chief executive, Peter Lawwell, said at the time of the announcement: “This is a fantastic global brand that will sit perfectly with Celtic. It will be our biggest kit sponsorship deal ever, and we believe it’s the biggest in Scottish football history.” He declined to outline the terms of the contract and thanked Nike for being a good partner to Celtic for the last ten years.
Founded in Glasgow in 1888 by Irish immigrants to Scotland’s biggest city, Celtic was set up specifically to provide money to feed poor people in the city. In 1967, it became the first club in northern Europe to win the European Cup (now called the Champions’ League), defeating Italy’s Inter Milan.
Richard Wright, general manager of New Balance Football, said he was proud to announce the new partnership with Celtic. “We are about 20 years younger than Celtic, but we still have a century under our belts,” he said. He explained that the company’s decision to move into the world’s biggest sport after such a long time was “a huge decision for the brand”.
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