Newcastle United set to unveil major St James' Park addition ahead of Chelsea after £30m deal

The main store - situated at the Gallowgate End of the stadium - has been closed since May in order to undergo a big transformation as part of Adidas’ return as the club’s official kit partner. The multi-year agreement, worth a reported £30million per-season, has allowed the Magpies to bring their retail operations back in-house.

The new layout includes an increased number of till points, new kit customisation area, alongside immersive imagery and video content, will create incredible retail and fan experiences for all fans. Meanwhile, a new 'experiential zone' has also been installed, with a huge 8K LED screen - weighing 1.5 tonnes - and a 10 metre steel replica of the iconic Tyne Bridge installed.

The store will open first to The Mags+ members from 2pm-4pm on Wednesday before opening to all supporters in the hours leading up to United’s Carabao Cup fourth round clash at home to Chelsea (kick-off 7:45pm). The temporary store situated on Strawberry Place has now closed.

Newcastle Chief Commercial Officer, Peter Silverstone said: "We are incredibly excited to open the doors to our new club store at St. James' Park. The transformation is incredible.

"Alongside our partners, adidas, we have invested significantly into the store, and we are delighted to present our supporters with, what we believe, will be a world-class retail experience. We would like to put on record our sincere appreciation for all the support provided to us by adidas, alongside the many other contributors and contractors who supported the project.

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"We have focused on enhancing every aspect of the store, from recognising our history and heritage in the design, through to creating an immersive digital experience, whilst striving to deliver exceptional service, even on busy matchdays.

"Supporters will have access to the best and widest range of adidas kit, clothing and official merchandise anywhere, direct from the club, with the promise of even more exciting product ranges to come. The store will also feature the club's own-brand products and other lines of clothing, and accessories, from the likes of New Era and Taylor Made."

Opening hours for the store at St. James' Park will be seven days a week, from 9am-6pm and 11am-5pm on Sundays. Opening hours will vary on matchdays in line with kick-off times.