Cwmbran Celtic FC is experiencing a surge in merchandise sales after its club shirt was worn by Fontaines D.C. frontman Grian Chatten during the band's headline set at the Reading Festival. The unexpected appearance of the green and white Cwmbran Celtic FC away shirt on stage has generated significant buzz for the semi-professional football club.
Jarrett, who also manages a record store in Newport, stated that the club initially gifted the shirt to Chatten with the expectation that he might wear it backstage. However, to the surprise of the club and its supporters, Chatten performed the band's headline set in the shirt in front of tens of thousands of festival attendees and a wider audience watching online and on television.
"We were as surprised as anyone when we saw him walking out on stage with the shirt on," Jarrett commented. He described the aftermath as "crazy," with festivalgoers and online viewers sharing photos and videos of the performance. This increased visibility has led to a near doubling of pre-sale orders for the club's shirts compared to the previous Friday.
The club has confirmed that 10% of the profits from shirt sales will be donated to the Music Venues Trust. The unexpected endorsement has created a significant boost for the club's visibility and merchandise.