Major Newcastle United and Adidas announcement teased at iconic St James’ Park pub

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Newcastle United and Adidas’s renewed partnership will be confirmed on Friday.

Newcastle United and Adidas are preparing to announce a renewed partnership — 13 years after their last.

Adidas’ nostalgic return as the Magpies’ kit suppliers from the 2023-24 Premier League season was leaked by Amazon when they inadvertently released the fourth episode of ‘We Are Newcastle United’ prior to the 1-0 defeat at Manchester City on Saturday, August 19.

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The episode was taken down on the same day but by that point, the news was out - two weeks early. It showed members of United’s board, including co-owners Amanda Staveley and Mehrdad Ghodoussi, plus Chief Executive Officer Darren Eales and Chief Commercial Officer Pete Silverstone visiting Adidas’ headquarters in Germany.

Newcastle United and Adidas are reuniting.  (Photo by CHRISTOF STACHE/AFP via Getty Images)Newcastle United and Adidas are reuniting.  (Photo by CHRISTOF STACHE/AFP via Getty Images)
Newcastle United and Adidas are reuniting. (Photo by CHRISTOF STACHE/AFP via Getty Images) | AFP via Getty Images

The clip was narrated by Newcastle legend Alan Shearer, who said: “The club meet with Adidas to strike the biggest deal in the history of the club. One which would be worth hundreds of millions over an initial five-year period”. Ghodoussi also described it as “two old lovers getting back together”.

Following the leak, Adidas took to social media to tease the partnership. A black and white Adidas logo along with the date Friday, September 1 and the caption ‘coming soon’ was posted and retweeted by Newcastle United with the eyes and popcorn emojis.

So, it is likely no coincidence at all that the exact Adidas logo was painted on the side of the iconic Strawberry Pub - situated just metres outside of St James’ Park - on Wednesday afternoon.

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In their previous spell as the club’s kit manufacturer between 1995 and 201, Adidas produced some of Newcastle’s most iconic Premier League shirts, particularly during the Kevin Keegan’s Entertainers era in the 90s.

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