Darren Eales reveals what European clubs are saying about Newcastle United amid PIF ‘advantage’

Newcastle United chief executive Darren Eales believes the Public Investment Fund of Saudi Arabia opens up a number of commercial opportunities.

Eales - brought in from MLS side Atlanta United to boost the Magpies’ revenue streams that will ultimately enable greater spending power in the transfer market - is keen to build up relationships in the Gulf State.

And with PIF, the club’s majority stakeholders at 80 per-cent, on board, Eales insists United hold a “huge advantage” because of their “big global connection and network”.

The 50-year-old says the Toon project “is one of the most exciting stories out there” with “such a passionate and engaged fanbase”. That, perhaps, largely explains why several European clubs approached Eales at a recent European Club Association meeting.

“When it comes to PIF’s investments, they invest globally in hundreds, if not thousands, of companies,” Eales told local reporters. “From that alone, you’ve got the ability to have a door opening to a host of different conversations. I think that is a huge advantage that we have.

“Then, when I look at Newcastle United commercially, and assess the other advantages that we’ve got, the fact we’ve got such a passionate and engaged fanbase is really attractive to commercial partners. That level of buy-in is really valued.

“I went to the European Club Association meeting a couple of weeks ago, and it was amazing the number of clubs from around the world that came up to speak to me, the first thing they wanted to talk about was the supporters and the history of Newcastle United. People are really excited about our journey, and when we’re talking to companies and brands, that’s hugely compelling.

“I saw it in Atlanta. We didn’t have any fans, a team or even a stadium when I was talking to sponsors, but you would talk about the journey and that’s the bit that brands want to be associated with. They want to be associated with that now because then, when we get to where we want to get to, they were there and committed from the start.”

Eales described Saudi Arabia as an “pretty untapped” market, and given the links to the owners, it is inevitable Saudi-related sponsorship will follow in the near future.

Eales added: “Think of the Newcastle Entertainers team now, and you think of that Newcastle Brown Ale logo that was part of it. There’s the chance to be part of our journey. We’ve got that, and then with PIF, there’s also that synergy of companies wanting to be associated with us because PIF have such a big global connection and network. We’ve got a lot of opportunity because of that ownership.

“Just in terms of Saudi Arabia, you’re talking about a young, growing country with 36 million people. Football’s the number one sport, so straight away, there’s an area of the globe that’s open to us and is pretty untapped. There’ll be companies that are interested in breaking into the Saudi market that we can do business with. We’ve got so many compelling things about us.

“Brands will always have different goals and objectives, but there’s going to be – and there already is – a line of companies that are excited to be part of this story. In the world of football, I’d say this is one of the most exciting stories out there. It’s Newcastle United, this sleeping giant of a club, going on a journey to hopefully be one of the top clubs in the world.”