Eddie Howe buzzing as Newcastle United make historic announcement

Eddie Howe has expressed his excitement after Newcastle United confirmed their second high-profile pre-season fixture, marking another strategic step in the club’s global expansion.

While the Magpies remain locked in a tense battle for Champions League qualification, the club’s commercial team continues laying foundations for long-term growth—with a summer tour that will see the team face Celtic in Glasgow for the inaugural Adidas Trophy.

The announcement comes just weeks after Newcastle revealed plans for a Singapore tour, demonstrating the club’s intent to strengthen its international appeal.

For Howe, the clash against the Scottish champions represents more than just a friendly—it’s a crucial test ahead of what promises to be another demanding campaign.

“Facing Celtic at their historic ground provides the perfect challenge as we prepare for Premier League and European football next season,” Howe told the club’s official website. “We’ll encounter a top-quality opponent in an electric atmosphere, with our incredible supporters making the trip to back us.”

The match, scheduled for July, will mark Newcastle’s first visit to Celtic Park since 2004, when Sir Bobby Robson’s side fell short against Martin O’Neill’s dominant Hoops team.

This summer’s encounter carries added significance as both clubs enter as domestic cup holders—Newcastle as Carabao Cup champions and Celtic fresh from securing the Scottish Premiership and League Cup double.

While on-field results remain the immediate priority, Newcastle’s commercial operations have been making quiet but substantial progress.

Chief Commercial Officer Peter Silverstone has spearheaded initiatives to elevate the club’s global profile, with ventures like the hugely successful STACK fan village at St James’ Park already delivering significant revenue streams.

The upcoming friendlies in Singapore and Glasgow form part of this broader strategy, offering opportunities to engage international fanbases while securing lucrative partnerships.

Though stadium naming rights—a potential goldmine—remain a sensitive topic among supporters, the club continues exploring other avenues to boost financial muscle in line with Financial Fair Play regulations.

Newcastle’s traveling supporters are expected to turn out in force for the Celtic clash, with the club allocating 7,200 tickets—slightly fewer than the 8,000-strong contingent that descended on Ibrox for the 2023 friendly against Rangers.

That match famously marked Sandro Tonali’s first appearance in black and white, and this summer’s fixture could similarly offer fans an early glimpse of new signings.

However, questions remain about whether Newcastle will host any pre-season fixtures at St James’ Park. The Sela Cup, held for the past two summers, has yet to be confirmed for 2024—leaving open the possibility that the Celtic match may represent the only chance for UK-based supporters to see the team before the Premier League kicks off.

Howe’s enthusiasm for the Celtic fixture reflects his meticulous approach to pre-season preparation. The intense atmosphere at Parkhead will mirror the challenges Newcastle can expect in European competition next term, while the Singapore tour aids acclimatization should the team face Asian opponents in continental action.

As the Magpies navigate these parallel priorities—immediate sporting objectives and long-term commercial growth—the summer schedule demonstrates the club’s ambition to compete on multiple fronts.

With shrewd management both on and off the pitch, Newcastle appear determined to ensure their recent successes become the foundation for sustained progress rather than a fleeting moment in the spotlight.

For supporters, the Glasgow trip offers more than nostalgia—it’s a tangible sign of their club’s rising stature in the game.

And if Howe’s side can replicate their Ibrox performance (a 2-1 victory in 2023), it may provide the perfect springboard for another memorable season ahead.