Newcastle United ‘back with the big boys’ after landing £40m per year commercial deal

Former Everton and Aston Villa CEO Keith Wyness was blown away by Newcastle United’s 2024-25 kit launch.

Hundreds of Toon fans queued outside the club’s temporary pop-up shop last Friday as Adidas reignited their relationship with Tyneside. The German sports giant enjoyed a 15-year partnership with Newcastle from 1995 to 2010, stretching from the peak of Kevin Keegan’s “Entertainers” to the brutal relegation under Mike Ashley’s ownership.

An affinity with the brand was built, with the Magpies donning some of the Premier League’s most iconic shirts. Supporters are hoping for more of the same in the coming years, with the away and third shirts yet for the upcoming campaign yet to be released.

Adidas went the extra yard before the launch, releasing a promotional video that featured Alan Shearer, current first-team players, legends of the past and local influencers. Toon CEO Darren Eales and Chief Commercial Officer Peter Silverstone greeted supporters in the queue - with some lining up since midnight to buy the shirt.

Speaking to Football Insider, ex-Everton supremo Wyness insisted Newcastle proved they are “back with the big boys” with the kit release. He said: “Certainly this launch will help their commercial revenue a lot. I saw the queues at St James’ Park for their temporary megastore, it was incredible. 

“It just shows the passion up there and it shows the satisfaction with the kit. Adidas and Newcastle are back together again, which is very exciting. It feels like a resurgence for the fans, showing that the club are back with the big boys again. 

“That side of the business has increased, but they need new areas to really boost the revenue with innovative streams. They’ve got harder work to do yet but there’s a strong platform to go from and I’ve got every faith that the club’s executive team will do it.”