Newcastle United secure 'exclusive' agreement ahead of £30m deal launch

Newcastle United have launched a partnership with global sports and lifestyle brand New Era to sell an exclusive range of headwear.

The new core collection puts a United twist on New Era's iconic styles. Featuring a black base, club crest and a contrasting New Era flag logo on the left-hand side, the range includes the brand's curved 9FORTY, unstructured 9TWENTY, the snapback Trucker, Bucket hat, and cuff Beanie styles.

An initial collection of classic New Era silhouettes is one of the first product lines available from the club’s new temporary shop — situated between the Strawberry Pub and St James’ Park Metro Station — and the new online club store shop.newcastleunited.com, both of which launched on Wednesday.

Newcastle Chief Commercial Officer Peter Silverstone said: "We are excited to be collaborating with such an iconic, market-leading headwear brand as New Era, which has an incredible history and heritage in global sport.

"As we launch our own in-house retail business, our aim is to curate product ranges that our supporters will really love, and we are sure the New Era collection will be extremely popular.

"The launch of the club's new e-commerce platform and temporary store marks an exciting step in our retail journey, and we thank fans for their patience and ongoing support as we strive towards a truly exceptional range of kit and merchandise delivered through best-in-class service."

Paul Gils, Vice President EMEA at New Era, said: "We are thrilled to be working with Newcastle United for the 2024/25 season, a club that is instantly recognisable by its kit and its dedicated global fanbase.

"The new collection pays homage to the club with team colourways and seasonal offerings alongside a limited-edition style that nods to the club's hometown of Newcastle and St. James' Park stadium - an exciting tribute to the city."

As part of Adidas’ return as the club’s official kit partner — believed to be worth £30million per-season — the main club store is undergoing an extensive refurbishment whilst the launch of the online shop forms part of the club’s decision to bring their retail operation in house for the first time in over a decade.

The retail side was last controlled by Castore as part of the £5m per season agreement negotiated by former owner Mike Ashley in 2021. Newcastle negotiated an early exit from the multi-year deal in order to team back up with Adidas, who designed United’s kits from the 1990s to 2010, from the 2024-25 season.

Next season’s kit is due to go on sale on Friday, June 7.