Newcastle United announced lucrative deals with Adidas and Sela last summer and the two sponsors have since agreed a strategic partnership of their own.
Adidas and Sela, the current front-of-shirt sponsor and future uniform supplier for Newcastle United, have announced a “ground-breaking partnership.”
Newcastle announced two major agreements last summer: one with Adidas that might be worth hundreds of millions of pounds over the course of five years, and another with the Saudi Arabian events business Sela. Newcastle’s jerseys will include the logos of Adidas and Sela starting in the upcoming campaign.
Remarkably, on June 24, Sela ‘unveiled a ground-breaking agreement focusing on strategic collaborations and cooperative initiatives’ with the sportswear giant, before to the formal introduction of Newcastle’s partnership with Adidas. Each company acknowledges the “tremendous potential for growth by leveraging their respective strengths to co-create products and experiences that will resonate with consumers globally,” according to the news release.
“This partnership is rooted in the belief that combining their experience can enhance the competitive edge of both organisations and set new standards for industry collaboration,” it stated.
Similar to Adidas, Newcastle wants to expand its global fan base by fortifying its ties in Saudi Arabia. As a matter of fact, Newcastle’s director of partnerships Jonathan Kane traveled to Saudi Arabia last month with Shay Given, a legend of the team, to meet and greet with supporters.
In an effort to become the most followed Premier League team in Saudi Arabia, Newcastle’s chief commercial officer, Peter Silverstone, has referred to the Magpies’ own partnership with Sela as a “key gateway.” Adidas will also assist the club in expanding into a worldwide market. Even before Sela hooked up with Europe’s greatest sportswear maker, Silverstone felt there was ‘excellent synergy’ between Adidas and the Saudi national squad.
In the documentary “We are United,” Alicia Silverstone stated, “Adidas will be marketing to capture this 35 million young demographic in Saudi Arabia.” “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.”
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