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Waiting to inhale: Celtic sign partnership deal with e-cig company

It could prove the perfect solution for Celtic-supporting nicotine addicts during the tense Champions League qualifiers that lie ahead.

The Parkhead club have signed a deal with E-Lites, a top UK e-cig brand, will become an official partner of what the company described as "one the world's best supported and most popular football clubs".

The deal, which will run until 2016, will give adult supporters who smoke the opportunity to enjoy E-Lites electronic cigarettes and e-cigars on match days and at other events hosted at Celtic Park.

Details of the partnership were posted on the club's website last week, but at the same time as Celtic dramatically overcame Shakhter Karagandy to reach the Champions League group stages, and did not receive wide coverage.

Trevor Field, sales and marketing director from E-Lites, said: "We are delighted to become an official partner of Celtic FC. Celtic have a proud history with a tremendous global fan base that marks it out as one of the biggest clubs in the world.We are proud to be able to offer Celtic supporters the opportunity to enjoy an alternative to smoking whilst watching the match."

He added: "Our distinctive green LED tips are ideal colours for 'the Hoops' and clearly demonstrate the difference between a tobacco cigarette and E-Lites.

"E-cigs are the ideal solution for partnerships like this - popular venues can give their adult smokers an alternative while non-smokers can rest assured that they are not being subjected to the effects of passive smoking or the smell associated with tobacco."

The product is said to look, taste and feel like smoking but has no tobacco, tar, carbon monoxide, or the other additional chemicals found in cigarettes.

Government figures show that smoking rates in Scotland are higher than elsewhere in the UK with 25% of men and women smoking.

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