June 12 – Premier League fourth-placed finishers Newcastle United, who will play in the UEFA Champions League for the first time since 2003, have confirmed a “multi-year” sponsorship deal for their front of shirt position, as well as renewing their sleeve sponsorship.
Both sponsorships are with Saudi Arabian companies owned by the country’s PIF which also owns a majority share of Newcastle United.
Global events company Sela will take the shirt front in what is reckoned to be a £25 million per season deal. Digital e-commerce platform, noon.com, is extending its sleeve partnership for the 2023/24 season.
Sela replace online bookmaker FUN88 who were reckoned to be paying £7 million per year.
The deal is a reinforcement of Newcastle’s target of building its supporter base in Saudi Arabia as it pushes for a “global expansion” of the club brand, but one very much focussed on the Middle East.
Sela has produced a wide range of spectacular events, and work closely with iconic destinations and attractions in the Middle East, both constructing and operating unique destinations and recreational experiences.
Created in Saudi Arabia and with its origins in the sports events industry, Sela continues to provide comprehensive football opportunities from elite to grassroots level locally and internationally.
Its management portfolio includes the Riyadh Boulevard, Riyadh City and Boulevard World entertainment experience venues, and the luxury VIA Riyadh complex, as well as the state-of-the-art Jeddah Superdome and Jeddah Yacht Club and Marina.
Darren Eales (pictured right), CEO at Newcastle United, said: “This partnership follows a highly competitive commercial process and we believe we have found the perfect front of shirt partner to support us in reaching our objectives on and off the pitch…
“Fan engagement is central to what we do at Newcastle United and, in Sela, we are partnering with an organisation with shared interests that has delivered incredible events and experiences to millions of people over many years.”
Newcastle will work with Seal to revamp its fan zone experience, as well as provide a range of and digital activations.
Ibrahim Mohtaseb (pictured centre), senior vice president at Sela, said: “This partnership is about Sela being part of the next chapter for the club.
“It’s about us supporting the men’s, women’s and Academy teams. And it’s about bringing to life world-class experiences, which is at the heart of what we do as a company.
“For Sela, it all started with football more than 25 years ago. Today, we have grown into a multi-faceted company creating experiences and amazing destinations that millions of people enjoy each year, across a range of sport, entertainment, hospitality and retail settings. Now we are embarking on the next stage of our international growth.”
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