Newcastle United make major Adidas announcement in ‘biggest deal in club’s history’

Newcastle United’s kit deal with Adidas is set to become the biggest commercial deal in the club’s 131-year history.
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Newcastle United have announced a multi-year partnership with Adidas that will see the sportswear brand return as the club’s official kit partner from the 2024/25 season onwards.

Adidas’ nostalgic return as the Magpies’ kit suppliers 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 have reunited. . (Photo by Gary M Prior/Allsport/Getty Images)Newcastle United and Adidas have reunited. . (Photo by Gary M Prior/Allsport/Getty Images)
Newcastle United and Adidas have reunited. . (Photo by Gary M Prior/Allsport/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”.

And from June 2024, the Magpies will wear Adidas for the first time in a decade when this new partnership officially begins.

Nick Craggs, Global Football General Manager, adidas, said: “We are excited to announce that adidas and Newcastle United Football Club have once again joined forces in a new partnership that aims to drive excitement both on and off the pitch. This collaboration brings together two iconic names known for their history, innovation, and commitment to excellence within football.

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“As Newcastle United Football Club embarks on a new chapter for the men’s and women’s team, adidas is honoured to provide them cutting-edge sportswear technology. Our previous partnership delivered some of the most iconic kits of the 90s and we look forward to creating many more unforgettable moments, inspiring fans and players alike.”

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.

Darren Eales, CEO of Newcastle United, said: “Our upcoming partnership with adidas evokes memories of some of the most famous players, coaches and matches in the club’s history so we are delighted we will be teaming up once again as we look to create our own exciting future together.

“The club, supported by our fans, owners and commercial partners, is on an exciting journey and we look forward to continuing that as we welcome adidas on board next summer.”

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Peter Silverstone, Newcastle United’s Chief Commercial Officer, added: “We are delighted to have agreed a new multi-year partnership with adidas from summer 2024. The history and heritage between the two brands is obviously very compelling and exciting.

“This partnership will help us to deliver on our ambitious brand and commercial strategy. Importantly, it will allow us to rebuild a direct retail relationship with our current, and future, local and global fanbase. We know our fans will support us on this exciting journey.”

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