Toon chief issues sponsorship update at Newcastle United

With plans for the Stadium likely coming soon, some interesting quotes have surfaced from Newcastle’s Chief Commercial Officer (CCO) Peter Silverstone about the training ground sponsorship.

It’s long been discussed amongst fans that our lack of a training ground sponsor is a potential revenue stream that we are leaving on the floor. Speaking to the Shields Gazette, Silverstone spoke about the need for calm around a deal:

“Everyone thinks that because some clubs have a training ground sponsor that they fall from the trees. You have to pick the right partner, get the right values, the right fit and it takes time. But obviously, my job and the job of the team behind me is to maximise the opportunity in every area, whether that’s retail, whether that’s media, whether that’s membership, whether that’s retail, whether that’s partnerships. We’re looking at all opportunities. I’m aware of what everyone thinks should or shouldn’t be sold. I also know what we are working on and trying to deliver. I’ve worked in sports, marketing sports, sponsorship for over 20 years.”

The process isn’t as easy as just slapping on some advertising boards, and collecting your tens of millions, of course. Silverstone is an experienced man, as he went on to confirm:

“I’ve worked in the Premier League for 10 years. No sponsorship deal is easy, none. It doesn’t matter if you’re whatever club you are in the hierarchy of Premier League or European football. Every sponsorship deal takes time. It’s about two businesses, two brands coming together and partnering and they don’t just fall from trees. Our job is to make sure we now maximise the value and the future value of Newcastle United.”

While a deal isn’t expected to be announced any time soon, the club have made progress. As deals for Adidas and the opening of STACK took priority, the club has had interest, something Silverstone confirmed:

“Yeah, absolutely. It’s about what you’ve got to prioritise as well. You can’t go after everything at once. So you’ve got to prioritise an incredible kit launch with Adidas and it’s maximising that opportunity, the opening of STACK, which is taking hundreds of people, a huge amount of time and effort to get this delivered by the beginning of the season. So everything takes time. We’re growing truly, steadily and trying to maximise all the opportunities you’ve mentioned and others.”