Mike Ashley claims ‘price hikes’ coming for Newcastle United supporters amid kit controversy

Sports Direct have told the Court of Appeal that Newcastle United’s exclusivity deal with JD Sports will result in price hikes for supporters.

Mike Ashley’s retail giant attempted to sue the Magpies last month, claiming they could lose around £1.5million in sales due to the agreement. Newcastle’s shirt for the 2024-25 campaign is set to hit official Adidas club stores and JD Sports on June 7.

The Competition Appeal Tribunal unanimously rejected the request - with Sports Direct taking the case to the Court of Appeal seeking a swift injunction to block the partnership. Tony Singla KC, representing Ashley’s cause, called the move “an abuse” of the club’s dominant position in the market and will mean “high prices” for customers.

He also claimed disdain towards Ashley from Newcastle fans is “massively overstated”. Singla said: “Bluntly put, a Newcastle fan will not switch to buying an Arsenal jersey, even if faced with a price hike. 

“The club’s fans’ alleged dislike of Sports Direct’s majority shareholder, Mr Ashley, is difficult to square with Sports Direct’s success in retailing the club’s replica kit, including through its Newcastle stores.”

Thomas de la Mare KC, Newcastle United’s representative, stated the tribunal’s decision to throw out Sports Direct’s case was “fully justified” and highlighted the resentment towards Ashley. He added: “Following Mr Ashley’s period of ownership of the club, many fans feel a ‘deep and lasting antipathy’ towards both him personally and Sports Direct.

“Sports Direct, in effect, seeks an injunction to preserve the preferential arrangements put in place for it during the period when Mr Ashley owned both it and the club, even after his sale of the club. Under the new arrangements, there will be at all times three independent competing retailers, the club, Adidas and JD Sports.”