It’s now coming up to 14 months since Mike Ashley was replaced by new (then) Newcastle United owners.
On 7 October 2021 they inherited a club that had a one-way ticket to the Championship on the field.
Although they achieved, the owners of Newcastle United accepted a football club that was a complete joke from a commercial point of view. In an era where the commercial income of every other club in the Premier League has increased massively, Mike Ashley has somehow managed to leave NUFC with the same level of commercial money coming in, as 14 years earlier when he bought the club.
That ‘miracle’ happened mainly because the sole focus was on the benefit of Mike Ashley and his other business interests, at the expense of Newcastle United. The massive advertising at St James’ Park, the training ground, across the club’s social media, at every home press conference before and after the game, every time a new player was signed, Sports Direct and Ashley’s other brands took center stage . Mike Ashley even donated naming rights at St James’ Park to Sports Direct, without paying a penny in return.
Anyway, we are now in a very different era of NUFC with very different Newcastle United owners.
It’s about the long term, building this club up, on and off the pitch, rather than making as many short term gains for the owner(s) at the expense of the club…in footballing and commercial terms.
Back in August (2022), Athletic gave us an update on the shirt sponsorship situation, of course shirt sponsorship is one of, if not the, biggest opportunity to raise the money needed to ensure that the rapid progress at a football club.
They revealed that Mike Ashley had handed Newcastle United a new six-year deal in July 2020, worth around £9m per year for shirt sponsorship. The length of that deal was kept secret at the time and considering that the new (now) owners of Newcastle United were actively trying to buy NUFC at the same time, you can’t help but feel that Ashley wasn’t exactly acting like better. the long term interests of the football club…
Anyway, when this FUN88 deal was revealed to take us through to the summer of 2026, The Athletic also revealed that the new owners of Newcastle United had managed to reach an agreement with FUN88 to shorten the remaining length of that Ashley deal to significant.
Instead of ending in the summer of 2026, it would now be the summer of 2023, three years removed. Lit
With shirt sponsorship being one of the main areas in which Newcastle United’s new owners would hope to bring much higher commercial income into the club, they remain tied in such a nightmare deal until 2026. To put it in perspective, compared to receiving £9m from FUN88 for the main shirt sponsorship deal, the new owners announced in June 2022 a new sleeve sponsorship deal with NOON.com worth £7.5m per widely reported seasons.
Although an increasing number of smaller sponsorship deals have been announced on a regular basis since the arrival of new owners Newcastle United, the big ones (a shirt sponsor and a potential new kit deal – if Castore also agrees to limit their Newcastle deal…) still come
Interest was sparked last month, when the club made an official announcement (see below) of SAUDIA, Newcastle’s latest commercial deal to be seen at St James’ Park and down on Newcastle Quay.
However, as well as being a new shirt sponsor, Newcastle United have announced that they have partnered with SAUDIA as the club’s ‘Official Tour Airline Partner’, ahead of the NUFC squad’s hot weather break in Saudi Arabia (Eddie Howe and the players flying out today) .
So interesting that The Athletic, who clearly have the inside track on this, have given us a further update on Newcastle United’s owners and their moves towards bringing in commercial income which could go a long way to significantly advance the rate of upward change at NUFC. , on and off the field.
They report that Darren Eales (CEO) and Peter Silverstone (CCO – Chief Commercial Officer) have been in discussions with various potential partners regarding multiple sponsorship deals.
As for the big one, shirt sponsor, The Athletic say that both Amanda Staveley and Darren Eales have been in talks, at home and abroad, with various bodies. They add that Amanda Staveley specifically went to other parts of the Middle East, not just Saudi Arabia, to hold meetings with various candidates for the shirt sponsor position.
The Athletic are reporting that their information that Newcastle United’s owners and the club’s senior staff, are increasingly confident that they can land the right main sponsor AND that the club’s current success on the pitch, which is in currently third in the Premier League heading into Christmas, he will help secure a much higher level deal than would otherwise be possible.
As well as owning a 10% stake, Amanda Staveley has been given a new contract for an ongoing ongoing role at the club, an ‘advisory agreement’, therefore a paid role where she is the main link between CEO Darren Eales and another senior. teams, with the Newcastle United owners / board. Part of that is of course why she is doing the legwork of going out to meetings with potential new sponsors, on behalf of the club’s ownership.
Newcastle United official announcement – 16 November 2022:
“Newcastle are partnering with Saudi Arabia’s national carrier, SAUDIA, as the club prepares for a warm weather training camp in Riyadh this December.
SAUDIA will be the club’s Official Tour Airline Partner when the team travels to Saudi Arabia, where they will play Saudi Pro League Champions Al-Hilal Football Club as part of the 2022 Diriyah Season.
The team will travel to and from Riyadh on board a SAUDIA chartered flight as part of the partnership, in a collaboration that will introduce the airline into the partnership’s official digital hub; saudia-newcastleunitedfc.com – enabling fans to win exciting prizes and one-off experiences.
Commenting on the Partnership, Peter Silverstone, the Club’s Chief Commercial Officer, said: “While Newcastle United are on an exciting and ambitious journey to grow our global reach and fan base, we are very focused on growing our fan base and followed in Saudi Arabia. and the rest of the Middle East.
“Our ambition is to be the most supported English football team in Saudi Arabia; a country that has a large, young, passionate and very engaged community in the country.
“We are delighted to partner with SAUDIA as our official tour airline partner, and look forward to working with them during our trip to Riyadh and throughout the remainder of the 2022/23 English Premier League Season.”
Khaled Tash, Chief Marketing Officer of the SAUDIA Group, said: “We are committed to bringing the world to Saudi Arabia, and this includes partnering with global sports giants to further develop our landscape.
“We hope to create a cultural bridge between Saudi Arabia and the world because we believe that our culture has the ability to transcend borders, through which we inspire and connect with guests from around the world in new and meaningful ways.”
SAUDIA connects guests from more than 100 destinations worldwide to Saudi Arabia through its state-of-the-art hub at King Abdulaziz International Airport in Jeddah and other key terminals across Saudi Arabia.
More information on the club’s training camp and how to watch the game live will be confirmed in due course, and nufc.co.uk, NUFC TV and the club’s official social media channels will provide supporters with exclusive content during the tour.’