Newcastle United has always been one of the most popular English football clubs. The team reached the UCL in 2002-2003, but their return to the top-flight European competition in 2023 marked a new chapter. Since then, they’ve been regulars in the Champions League, and our team at Lucky Gambler wanted to see if there’s a possible connection between the team’s recent success and some of their latest sponsorship deals. 

We’ve prepared this guide to lead you through the most important NUFC sponsors and their estimated amounts. You will find a breakdown of the different types of sponsorships — from shirt deals to general partners and more.

The Massive Shirt Deal

In 2025, the most lucrative NUFC agreement is the technical kit supplier deal with Adidas. After the Sela deal, in which the Saudi Arabian company paid £25 million per year, the club went back to its roots with Adidas reappointed as the jersey sponsor for the 2025/26 season. 

Reports suggest that the deal is worth about £40 million per year, which makes it one of the most valuable kit supply contracts in the Premier League. 

The Exotic Sleeve Sponsorship

Beyond the main kit deal, sleeve sponsorship has become another major income stream. Noon, the Saudi e-commerce giant, upped the ante with a £7.5 million annual deal. This is a significant increase compared to Kayak, which previously paid around £5 million per year until 2021. The deal with Noon began in 2022, and it became the first Saudi company to sponsor a Premier League sleeve.

Major NUFC Partners Worth Mentioning

Besides Adidas as a technical partner and other kit-related deals, Newcastle United also has a wide range of other sponsors across different sectors. Here’s a brief overview of each:

• JD Sports: As the club’s sports retail partner, JD Sports is reported to pay a “seven-figure” sum to NUFC each year. The exact amount is still undisclosed, but the deal is likely worth millions of pounds.
• BetMGM: BetMGM is the club’s official betting partner, and the company has its name listed all over St James’ Park. The financial details remain unrevealed, though the deal was extended for another year in 2024.
• Saudia: Being the club’s airline partner, Saudia is often overlooked as one of the main sponsors of Newcastle United. The terms of the deal remain undisclosed, but some reports state that it is a strategic agreement tied to the £305 million acquisition of the club by the Saudis in 2021.
• Red Bull: The energy drink partner of the club, Red Bull, reportedly pays between £2 and £3 million per year. We weren’t able to confirm this number through official sources, but the previous deal with Monster Energy was worth around £1 million, so this one is likely to be in a similar range.

These deals show that the English football club works with both big international names and local partners. Even though not all contract details are public, each Newcastle sponsor adds important revenue beyond the shirt and sleeve deals.

Other Noteworthy Partners

Along with the top-flight brands among NUFC’s sponsors, the club also partners with some lesser-known names. These include the following brands:

• InPost — Parcel collection and delivery service partner
• Carling — Pouring partner
• Guinness — Beer and responsible drinking partner
• BYDFi — Cryptocurrency exchange partner 
• VT Markets — Financial trading partner 
• Fenwick — Luxury retail store partner.

Together, these brands add depth to the sponsorship portfolio and broaden Newcastle’s appeal.

NUFC’s Biggest Sponsorship Deals Through the Years

Before the modern-day partnerships, Newcastle United had several lucrative deals and partners that even the fans grew to like. It all started with Northern Rock as the general sponsor of the club from 2003 to 2012.

The four-year £10 million deal with Northern Rock set the stage for what was to come, which highlights how far the club has come since those days. When the company ceased operations in 2012, NUFC turned to Virgin Money as its next main sponsor. In fact, it was a similar deal since Virgin Money acquired Northern Rock that same year. So, the estimated earnings from this deal largely remained the same.

The club then teamed up with Wonga, a short-term loan company, which restored the stadium’s original name, St. James’ Park. This change was welcomed by fans, but in 2017, Fun88, an Asian betting company, took over as the main jersey sponsor of the club until 2023.

The Cornerstone of NUFC’s Recent Financial Success

Looking at the evolution of NUFC sponsorship deals over time, we can see a significant increase — from the £2.5 million-per-year Northern Rock contract to the £40 million annual Adidas deal in 2025.

Naturally, the club’s ambitions have grown since the Saudi acquisition in 2021, and the new ownership has already spent more than £450 million on strengthening the squad.

Newcastle United is currently in the process of locking in new sponsorships, as the club sets out on a mission to further strengthen its position as one of the leading pretenders for the EPL title. 

Closing Thoughts

NUFC has set the bar high for other English clubs when it comes to sponsorship deals that the club has secured over the past few years. With substantial annual sponsorship earnings, the club is well-positioned to set ambitious goals, especially in reinforcing the Academy and refining its transfer policy to compete for the Premier League title, which is no longer just a sheer wish of the fans.

It is also a sign that the club is now moving towards a new sponsorship objective after Mike Ashley’s rather dull approach and focus on a few sponsors. With its expansive partnership portfolio, Newcastle United is poised to keep reeling in high-profile players and working towards the goal of clinching the UCL spot once again.