Celtic FC Women have named Octo Insurance Brokers as the club's official front-of-shirt sponsor and partner for the 2026/27 seasion, in an agreement framed around the growth of the women's game and its role in the local community.
The Glasgow broker's branding will feature on the front of Celtic FC Women's shirts, but both sides are presenting the tie-up as a broader collaboration, linked to opportunity and long-term support for women's football.
"This collaboration goes far beyond the shirt," the club said. "It is a shared commitment to growing the women's game and the communities behind it. As the club continues to invest in the future of women's football, this partnership represents an important step forward, bringing together two Glasgow institutions united by the power of women's football to drive lasting change."
Octo Insurance is positioning the deal as a multi-season commitment that aligns the firm with a club seen as a leader in the Scottish women's game.
“For Octo, this is about more than sponsorship, it’s about backing opportunity, both on and off the pitch, for the players, the club and the wider game," said Domenico Davis, director at Octo. “As the first club in Scotland to professionalise women’s football, Celtic FC Women has consistently set the standard, and we’re excited to support that ambition as they continue to drive the game forward.
For brokers, football partnerships can provide a route to raise brand recognition beyond traditional corporate channels, while aligning with diversity and inclusion goals and supporting community initiatives. In this case, the focus on pathways and “the next generation of talent” fits with the rapid professionalisation of the women’s game in Scotland and across Europe, where clubs are seeking sponsors willing to commit for the long term rather than treating women’s teams as an add-on to men’s programmes.
Meanwhile, Celtic FC Women are presenting the agreement as a sign of confidence in the project being built at Lennoxtown and the club’s ongoing investment in women’s football.
The move also forms part of Celtic’s wider commercial strategy around the women’s team. The club has been looking to attract partners that can support the growth of the side on and off the pitch, as the domestic women’s game becomes more competitive and exposure increases through broadcast and digital coverage.
“Their commitment as a club partner to support Celtic FC Women is a huge boost for the ambitions we all share to ensure the future success of Celtic Women's football at all levels," said Kevin McQuillan, Celtic's head of commercial operations.
Octo’s deal with Celtic FC Women comes against a broader backdrop of insurance brokers using football sponsorships to build profile and community links, from elite clubs to the grassroots game.
One of the most high-profile examples was Aon's front-of-shirt sponsorship of Manchester United, with the broker taking over from AIG as principal shirt sponsore at the start of the 2010/11 season in a four-year agreement reportedly worth around £80 million, then the most lucrative shirt deal in football. Aon later extended its relationship with the club through naming rights and training-ground arrangements, showing how broker partnerships can evolve beyond shirt branding.
Ardonagh Advisory, part of The Ardonagh Group, has taken on principal sponsor status at non-league side Bury Town FC, with its name appearing on the front of the club's home shirts for the 2024/25 and 2025/26 seasons.
Within that landscape, Octo’s front-of-shirt deal with Celtic FC Women fits a growing pattern of brokers looking to the women’s game as a standalone platform for brand visibility, client engagement and community work, rather than limiting their football investments to men’s sides or to stadium advertising alone.
