September 28, 2020

After a relatively stable season and a long-winded failed Saudi bid to finally rid the Toon Army of owner Mike Ashley and his torrid reign at the club, Newcastle United fans find themselves looking ahead to another season with Steve Bruce at the helm. With a surprisingly positive business done by the club in the transfer market, things do look up for the Toons. We look at their sponsors for the 2020-21 season.




FUN88 – Chinese sports betting firm Fun88 has been Newcastle’s principal sponsor since 2017 – a deal that has seen Fun88’s logo emblazoned across Newcastle’s matchday and training kits.
The previous deal, reportedly worth $8m annually, was renewed earlier this year in a ‘long-term’ agreement.

PUMA – German sportswear brand Puma replaced fellow German rivals Adidas as Newcastle United’s official kit supplier in 2010. The two have enjoyed a fruitful relationship since then.
There were major speculations at the end of last season that Newcastle might end their association with Puma. However, the two have agreed on a short-term extension of their deal for the time being, with Puma happy with its shirt sales and Newcastle unable to land in another supplier in time.

SPORTS DIRECT – To say that club owner Mike Ashley has had a strained relationship with the club’s fans would be a massive understatement.
Retrospectively, it is clear to everyone that Ashley bought Newcastle United in 2007 with the sole purpose of promoting and growing his sports retail brand, Sports Direct, across the world. Conflict between Ashley and the Newcastle fans reached an all-time high when the former decided to rename the club’s home ground, St James’ Park, to Sports Direct Arena. It didn’t last long, however, as the stadium’s name was restored a year later when its naming rights were purchased by Newcastle’s then principal sponsor, Wonga.
It is only recently that Ashley made the financial details of the Sports Direct advertising at the St. James’ public. Newcastle were paid $1.42m by Sports Direct for the in-ground advertising for the 2018-19 season, and around $500k the season before.
Despite the controversies, Sports Direct will remain a top-tier partner of the club and have a strong presence at the St. James’ Park as long as Ashley owns the club.

VITALITY – UK-based insurance company Vitality became Newcastle’s official wellness partner in 2018. The deal grants Vitality branding rights at St. James’ Park and across the club’s social media channels. Club fans also get to avail club-themed merchandises and matchday opportunities.

CARLING – Carling brewery signed an initial four-year agreement with Newcastle United as their official beer partner in a $3.8m deal in 2007. Thirteen years later, the deal still stands. As part of the deal, Carling hold pouring rights inside St. James’ Park.

MANSIONBET – Gibraltar-based betting platform MansionBet is Newcastle’s official betting partner in the UK since 2019.
The deal grants MansionBet match-day betting terminals at St. James’ Park, with the betting company also offering club fans unique matchday experience opportunities.

BET365 – British online gambling company Bet365 serves as the official betting partner of Newcastle United.

PULMAN VOLKSWAGEN – Pulman Volkswagen is Newcastle United’s official vehicle partner.

ENERGY IMPACT – Energy Impact Ltd is an associate partner of Newcastle United. The two work together to regulate the carbon emissions generated by the operations at the club stadium in order to improve its score as a green energy ‘world champion’.
The club was also awarded the Carbon Trust Standard award in 2012 for being the world’s first ever ‘carbon positive’ football club.

PERFECT IMAGE – Perfect Image is an IT solutions provider based in Newcastle-upon-Tyne. As an associate partner to Newcastle United, Perfect Image undertakes the delivery and management of Microsoft applications, data and analytics solutions and cloud infrastructure for the club.


Anshuman Joshi

Anshuman Joshi is a senior writer at SportsKhabri with special focus towards all things football. His other interests include languages, world history and some good fiction.

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