Future Newcastle United kit suppliers Adidas have agreed a deal with Magpies shirt sponsors Sela in what has been described as a “ground-breaking partnership”.
The German sports clothing giants will supply kits for Newcastle from the 2024/25 season onwards, while Sela – a Saudi-based events company – are our front-of-shirt sponsors after announcing a multi-year deal with the club last summer, believed to earn us around £25m-per-season.
According to a press release, both companies ‘recognise the tremendous potential for growth by leveraging their respective strengths to co-create products and experiences that will resonate with consumers globally.’
Looking back, it’s interesting to read what CCO Peter Silverstone had to say about Adidas’ plans in Saudi Arabia during the ‘We are United’ documentary, saying: “Adidas are going to be marketing to capture this 35 million young demographic in Saudi. As we grow our fanbase in Saudi, that will lead to more commercial revenues, which, again, from a football perspective, it is money to be invested by Eddie [Howe] and Dan [Ashworth] in the team.”
Adidas and Sela’s logos will both feature on our kits for the 2024/25 season onwards, with the sportswear giants expected to earn the club ‘hundreds of millions’ over the initial five-year deal, starting on June 24th.
With a shared commitment to creating a positive impact for individuals and communities, Sela and @Adidas have signed a strategic partnership memorandum aimed at developing activation events focused on promoting a better lifestyle and improved quality of life in the Kingdom of… pic.twitter.com/ZuuYyJaeGP
— sela | صلة (@Sela) February 2, 2024
