Newcastle United's primary sponsor has announced a fresh deal with Adidas ahead of the Magpies' kit launch.

Newcastle United's front-of-shirt sponsor has announced a 'strategic' partnership with the club's imminent kit supplier ahead of the multi-million pound deal.

Sela and Adidas have joined together to explore opportunities across Saudi Arabia and further afield. Both, of course, are already linked through their partnerships with the Tyneside club.

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Newcastle's deal £25m per year deal with primary sponsor Sela was announced last year, while Adidas' partnership with the Magpies officially launches on June 24 in what's believed to be worth hundreds of millions of pounds over a five-year period.

Sela is owned by the Public Investment Fund, who also own 80% of Newcastle.

The new deal will 'explore opportunities across retail and brand activation, as well as consider broader areas such as sponsorship, events, grassroots programmes and collaborative content.'

Sela senior vice-president Ibrahim Mohtaseb stated: "We are thrilled to embark on this strategic journey with Adidas, a global leader whose commitment to excellence mirrors our own.

“By combining our strengths and focusing on mutual growth, we are confident that this partnership will not only redefine industry standards but also create innovative solutions that resonate with consumers worldwide and within Saudi Arabia."

The partnership's focus on sponsorship comes as PIF is increasingly being linked to other European football clubs. the Saudi wealth fund has been linked with deals for both Inter and AC Milan following its sponsorship of AS Roma and Atletico Madrid.