Newcastle United is known for its iconic black and white stripes and has a rich history of sponsorship deals, ranging from modest origins to substantial multi-million dollar agreements. Let’s look at the sponsors who have graced the jerseys of the Magpies.
Who Manufactures Newcastle United’s kits?
Newcastle United’s kits are currently manufactured by Castore, a British sportswear brand. Castore signed a multi-year deal with Newcastle United in July 2021 to become their new kit manufacturer. This partnership deviated from previous agreements held by the company, with Castore providing the playing staff with kits, while Wolves manufactured and distributed the replica kits under licence. The partnership between Castore and Newcastle United has been ongoing since 2021, with Castore designing and manufacturing high-performing playing and training kits for the Premier League side.
Castore is a relatively young premium sportswear manufacturer that entered the market via tennis in 2016. It was founded by two brothers, Phil and Tom Beahon, from Liverpool five years ago. The company has been actively expanding its presence in the sports industry, signing deals with various sports teams and organisations, including rugby union side Saracens, the England and Wales Cricket Board, and McLaren.
The partnership between Castore and Newcastle United has been marked by the release of various kits, including the 2023/24 Newcastle United home kit, which features premium performance and design elements such as split side hem for movement, laser-cut holes in the underarms for breathability, and a distinctive Newcastle United club crest woven on the left side of the chest. Castore has also been involved in designing and manufacturing training wear for Newcastle United, showcasing a commitment to providing a comprehensive range of sportswear for the club.
While the partnership between Castore and Newcastle United has been ongoing, there have been instances of fan frustration with the manufacturing and customer service provided by Castore. Despite this, Newcastle United’s Chief Executive Officer Darren Eales has expressed a commitment to working together with Castore to address these concerns and improve the relationship with the Manchester-based brand.
How much is the Sela Sponsorship Deal Worth?
The Sela sponsorship deal with Newcastle United is reportedly worth a significant £25 million per year. This multi-year front-of-shirt sponsorship deal with the leading Saudi Arabian events company Sela reflects the club’s ascent to the top four and qualification for the next season’s Champions League. The agreement provides an early test of the Premier League’s new fair market value commercial regulations.
The deal with Sela represents a sharp increase from the club’s previous shirt sponsorship deal with the Chinese online gambling company Fun88, which was valued at 6.5 million pounds per season. The significant increase in sponsorship value reflects the team’s growing success and its aim to cement its popularity in the Middle East.
As part of the agreement, Sela will also help set up a fan zone outside St James’ Park, and Newcastle hopes that this partnership will help tap into the enthusiasm among the young, digitally-savvy Saudi population for football and make the club the most-supported in the region. The club’s CEO, Darren Eales, has expressed the aspiration to grow the club’s brand globally, which aligns with Sela’s own ambitious vision to expand its brand globally.
The deal with Sela is part of a long-term strategy to invest overseas, and it comes at an exciting stage in the respective journeys of both organisations. The partnership is seen as a significant move for both Newcastle United and Sela, with shared interests in delivering incredible events and experiences to millions of people over many years.
Why did Newcastle United switch from Fun88 to Sela as their Shirt sponsor?
Newcastle United’s decision to switch from Fun88 to Sela as their shirt sponsor is closely tied to the club’s changing ownership and the associated commercial considerations. The switch reflects the club’s growing ties with Saudi Arabia following the Public Investment Fund’s takeover of the club in October 2021.
The club’s majority ownership by the Saudi Arabian Public Investment Fund (PIF) has played a significant role in this sponsorship change. The PIF’s assurance to the Premier League that it is not directly connected to the country’s government has been a crucial factor in the scrutiny of any Saudi company looking to sponsor Newcastle. The Premier League has regulations in place assessing clubs’ commercial deals with associated parties to prevent inflated fees from giving those teams an unfair financial advantage.
Sela, a Saudi Arabian company, has been named as Newcastle’s new shirt sponsor on a multi-year deal. The events company replaces Fun88 as the club’s main shirt sponsor as the Premier League side prepares for a return to the Champions League in the next season. The tie-up with Sela is seen as a strategic move to support Newcastle United’s goals on and off the pitch, especially given their shared ambitious vision to expand their brands globally.
The decision to switch from Fun88 to Sela also reflects the club’s aim to secure a more lucrative main commercial sponsor following their takeover by Saudi Arabia’s Public Investment Fund (PIF) in October 2021.
Speculation has arisen suggesting that the club might consider forming a partnership with a prominent Saudi enterprise like Saudia Airlines or the energy giant Aramco. This aligns with the club’s search for a new sponsor being focused on Saudi Arabia and the Middle East, given the PIF’s majority ownership of the club.
The sponsorship change also reflects the club’s desire to navigate the new Premier League related-party deals and market value rules, which have become more stringent following the club’s takeover by the Saudi Arabian consortium. This has made the selection of Sela as the new shirt sponsor a major test of these new rules.
Early Days and Shifting Stripes (1970s – 1990s)
The concept of shirt sponsorship in football was a relatively new one in the 1970s. Newcastle wasn’t immune to the wave, with Bukta appearing for a brief stint in the mid-70s. The iconic Umbro era soon followed, lasting nearly two decades and marking a period of tradition. Asics and Adidas continued the baton race throughout the 90s, with the likes of McEwan’s Lager and Newcastle Brown Ale sponsoring the shirts, showcasing a local touch.
The Premier League Era and Global Appeal (1990s – Present)
The birth of the Premier League ushered in a new era of commercialszation in English football. Newcastle embraced this shift, signing megabrands like Adidas and Puma for their kit manufacturing needs. The shirt sponsorship deals also reflected this global appeal, with names like Northern Rock, Barclaycard, and Virgin Money gracing the black and white.
The Fun88 Years and A Saudi Shift (2010s – Present)
The arrival of Fun88 in 2017 marked the beginning of a lucrative period for Newcastle’s shirt sponsorships. The Asian betting giant’s deal, however, was short-lived. In 2023, a new chapter unfolded with the controversial arrival of Sela, a Saudi Arabian events company. This multi-year deal, reportedly worth a staggering £25 million per year, signified the growing influence of Saudi investment in the club.
While the shirt sponsor grabs the most eyeballs, Newcastle United boasts a vast network of partners. Castore, the British sportswear brand, currently manufactures the club’s kits, while noon.com serves as the sleeve sponsor. Big names like Carling, Monster Energy, and Fenwick add further depth to the sponsor portfolio, showcasing a diverse range of partnerships that contribute to the financial muscle of the club.
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