Newcastle United is a major English Premier League football club with a portfolio of high-profile commercial partners and sponsors. These sponsorship deals provide vital revenue, enabling Newcastle United to compete for top talent and trophies.
Recently taken over by Saudi Arabia’s Public Investment Fund, Newcastle’s sponsors have faced added scrutiny even as sponsorship revenue has grown. This article provides an overview of Newcastle United’s current sponsors and commercial partners across various industries.
Major deals include front-of-shirt sponsor Sela and kit manufacturer Castore, worth millions annually. Other sponsors like Carling, Fun88 and Tomket Tires give Newcastle United global visibility through brand exposure across digital platforms. This analysis examines Newcastle’s major current sponsors and how the club and partners benefit from these lucrative commercial deals.
Fun88 – Official Asian Betting Partner
Respected in the global sports betting and casino world, the Asian company Fun88 was Newcastle’s principal kit sponsor from 2017 until 2023. The initial contract was reportedly worth around £6.5 million per season. However, Newcastle negotiated an early release from the deal in 2023 to free up inventory on the front of the shirt for new sponsor Sela.
Nevertheless, Fun88 retains an important relationship with Newcastle United as the official Asian betting partner. This partnership sees Fun88 offer exclusive NUFC betting markets and odds to customers in China, Thailand, Vietnam and other Asian countries. As one of the top casino sites in the UK it also offers other gaming products like slots and table games to their fans in the region. Sports betting generates huge interest and revenue across Asia, so this deal enables Fun88 to leverage the passion of Newcastle United football fans in the region.
Sela – Front of Shirt Sponsor
Sela is a Saudi Arabian events and experiences organization that signed a multi-year front-of-shirt sponsorship deal with Newcastle United in 2023. The deal is reportedly worth £25 million per year, making it one of Premier League’s most lucrative shirt sponsorship deals. As a Saudi brand, Sela’s sponsorship has been scrutinized due to Newcastle’s Saudi Public Investment Fund ownership.
However, the club maintains the deal is purely commercial. Sela replaced betting brand Fun88 as the club’s principal shirt sponsor. The agreement sees the Sela logo inscribed on the front of Newcastle’s famous black and white striped playing jerseys as well as training and travel wear. With Saudi Arabia investing significantly in sports, Sela’s shirt sponsorship of Newcastle United Football Club is seen as an extension of this strategy.
Castore – Official Kit Supplier
Castore, a UK sportswear brand, signed a multi-year partnership with Newcastle United in 2021. The deal sees Castore manufacture and produce Newcastle’s famous black and white striped playing kits as well as training and travel wear. Castore’s technical designers work closely with Newcastle United to create kit designs that respect the club’s traditions and utilize the latest technologies.
The agreement is reportedly worth £5 million per year to NUFC. As part of the deal, Castore took over the day-to-day e-commerce operations for Newcastle merchandise and replica kit sales. This partnership leverages Castore’s expertise in D2C sales and helps drive revenue from Newcastle fan purchases worldwide.
Carling – Official Beer Partner
Carling is the UK’s number-one-selling lager and is the official beer partner of Newcastle United Football Club. This sponsorship deal provides Carling with pouring rights at St. James’ Park stadium as well as extensive branding visibility during NUFC home matches. Carling’s logo features on LED advertising boards around the pitch and across the stadium’s food and beverage stands.
While the exact financial terms are undisclosed, industry estimates suggest the beer sponsorship could be worth up to £5 million annually, given Carling’s status as a major consumer brand. Activation includes in-stadium experiences for NUFC fans of legal drinking age as well as co-branded content and promotions across social media and digital platforms.
Tomket Tires – Official Tire Partner
Tomket Tires is a Czech tire manufacturer that is one of Newcastle United’s current partners. The company’s branding appears prominently around St. James’ Park stadium on pitch-side LED boards as well as interior signage. This deal exposes Tomket to NUFC fans attending home matches and those watching Newcastle games on TV around the world.
As part of its global expansion strategy, the sponsorship enables Tomket Tires to boost awareness and visibility in the lucrative UK market. While the exact value of the deal remains undisclosed, industry analysts estimate it to be worth seven figures annually to Newcastle United.
In summary, Newcastle United has a portfolio of commercial partners and sponsors representing its status as a major Premier League club. While sponsorship provides vital revenue, the deals have also been controversial, given the team’s links to Saudi Arabia’s PIF. Nevertheless, Newcastle continues to leverage its large fanbase and exposure to secure lucrative sponsorships.
