Newcastle United continues to expand its commercial operation as PIF looks to significantly increase revenue at St James’ Park.
That push has produced a deal for a training-kit sponsor, SumUp, and it’s now about to yield a much bigger pair of major agreements.
According to The Telegraph’s Luke Edwards, Newcastle is preparing to announce two new multi-million-pound sponsorship deals, while discussions have also begun over another potentially lucrative partnership involving St James’ Park.
The Telegraph
was first to report that remote electronic payment company SumUp would become Newcastle’s new training-ground shirt sponsor, helping the Magpies fully commercialize their training operation.
That agreement will make Newcastle one of only three Premier League clubs, alongside Arsenal and Manchester City, to have fully commercialized its training-ground operation, with Newcastle reportedly generating an additional £11 million (€12.8 million) annually from its new training-ground partnerships alone.
A second agreement is also lined up, with Coca-Cola set to replace Sela as sponsor of the Stack fan zone.
“They have also lined up Coca-Cola to replace Sela as sponsors of the hugely successful Stack fan zone which is already boosting revenue by tens of millions a year,” The Telegraph reported.
Both agreements are described as multi-million-pound contracts and arrive as Newcastle continues working to expand its commercial income following the PIF-led takeover.
Now, for those interested, there could be an even more significant agreement to come. The Telegraph also reported that there are preliminary discussions underway with a major international company over potentially sponsoring St James’ Park. Crucially, any such agreement would retain the historic stadium name rather than replacing it with that of a commercial partner. According to the report, such an agreement might involve EA Sports, which PIF is in the process of acquiring. However, sources stressed that Newcastle will not rely on related-party transactions to drive its revenue growth.
With SumUp and Coca-Cola deals confirmed and approaching confirmation, £11 million in additional annual training-ground partnership revenue and potentially another major St James’ Park agreement to follow, Newcastle’s commercial expansion appears to be accelerating alongside its £190 million investment in a new training complex.
How do you feel about the possibility of monetizing St James’ Park? Would you mind removing the name in exchange for a bigger deal, or would you prioritize preserving its name? Share your thoughts in the comments section below!
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