Newcastle agreed deals with both Adidas and Sela in respect to their 2024/2025 kit last Summer, with the German sportswear giant announcing a ‘ground-breaking’ deal with the Saudi company!
Sela are the current front of shirt sponsors for Newcastle United’s 2023/2024 kit, and the club agreed a lucrative 5 year deal with them last Summer for future collaboration.
The Saudi company, founded in 1997, announced a ‘ground-breaking partnership focused on strategic collaborations and joint developments’ with Adidas, who are set to sponsor Newcastle’s kits from June 2024.
According to a joint press release of the collaboration, both companies recognise the “tremendous potential for growth by leveraging their respective strengths to co-create products and experiences that will resonate with consumers globally.”
“This partnership is rooted in the belief that combining their experience can enhance the competitive edge of both organisations” the statement went on to say.
Newcastle and Adidas target Saudi Arabia…
This move is part of a push to grow Newcastle United’s fanbase around the world, with the ‘ground-breaking’ partnership aimed primarily at the Saudi market.
The Saudi Public Investment Fund (PIF) has had the majority stake share in Newcastle since October 2021, with the club clearly looking to take advantage of the potential Saudi audience available to them.
Just last month, Newcastle’s director of partnerships, Jonathan Kane, visited the country with club legend Shay Given for a meet and greet in Riyadh.
Adidas are also, like Newcastle, looking to grow their own fanbase around the world even further, with Saudi Arabia also in their crosshairs.
Newcastle’s chief commercial officer, Peter Silverstone, had also previously the club’s agreement with Sela as a ‘key gateway’ to becoming the most followed Premier League side in Saudi Arabia.
“Adidas are going to be marketing to capture this 35 million young demographic in Saudi,” said Silverstone as part of the ‘We Are United’ documentary.
“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”
This collaboration means that Newcastle kits next year will sport both the Adidas and the Sela branding, with both brands seemingly locked in on their ‘ground-breaking’ new collaboration.