Newcastle United’s principal sponsor has announced a new partnership with Adidas ahead of the Magpies’ uniform unveiling.
Newcastle United’s front-of-shirt sponsor has revealed a’strategic’ connection with the club’s upcoming kit supplier, ahead of the multimillion-pound deal.
Sela and Adidas have teamed together to explore potential in Saudi Arabia and beyond. Both, of course, are already tied by their affiliations with the Tyneside club.
Newcastle’s £25 million-per-year deal with principal sponsor Sela was announced last year, while Adidas’ connection with the Magpies begins on June 24 and is expected to be worth hundreds of millions of pounds over five years.
Sela is held by the Public Investment Fund, which also owns 80% of Newcastle.
The new agreement would ‘explore prospects in retail and brand activation, as well as larger areas such as sponsorship, events, grassroots programs, and joint content.’
Sela senior vice-president Ibrahim Mohtaseb commented, “We are delighted to embark on this strategic journey with Adidas, a worldwide brand whose dedication to excellence parallels our own.
“By combining our strengths and focusing on mutual growth, we are confident that this partnership will not only redefine industry standards but also create innovative solutions that resonate with consumers worldwide and within Saudi Arabia.”
The partnership’s emphasis on sponsoring comes as PIF is increasingly tied to other European football clubs. After sponsoring AS Roma and Atletico Madrid, the Saudi wealth fund has been connected with negotiations for Inter and AC Milan.
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