October 20 – Newcastle United have unveiled a multi-year partnership extension with Saudi Arabian airline Saudia which will see national flag carrier of Saudi Arabia become the club’s official airline partner.
The new deal with Saudia, which is owned by the Saudi Arabia Public Investment Fund (PIF), marks the third deal connecting the club to the state after the Magpies penned shirt sponsorship deals with Sela and Noon.
Sela, a Saudi-based sporting event, hospitality and real estate company, is owned 100% by the PIF and occupies the front of the Newcastle United kit, whilst shirt-sleeve sponsor Noon, an e-commerce platform, is 50% owned by the PIF.
While the exact value of the sponsorship remains undisclosed, Newcastle have been transparent about their intentions to explore sponsorship opportunities in the Middle East and particularly in Saudi Arabia.
Since the change in ownership on Tyneside in 2021 when Amanda Staveley’s PIF funded consortium took control, sportswashing allegations have been aimed at the club who have spent in excess of £350 million on players, and seen the team return to the UEFA champions league for the first time in 20 years.
Commenting on the agreement, the club’s chief commercial officer Peter Silverstone said: “Our ambition is to grow Newcastle United globally and to become the most popular Premier League club in Saudi Arabia and other territories around the world.
“Saudia will open up new markets for Newcastle United as we strengthen our connection with fans across the globe.”
Newcastle United return to Premier League action on Saturday as the Magpies host Crystal Palace at St James’ Park, before a Champions League tie with Borussia Dortmund in midweek.
Contact the writer of this story, Harry Ewing, at moc.l1734890521labto1734890521ofdlr1734890521owedi1734890521sni@g1734890521niwe.1734890521yrrah1734890521