Premier League set to authorise major £25m Newcastle United deal

Watch more of our videos on Shots! 
and live on Freeview channel 276
Visit Shots! now
The Magpies are set to receive a positive response to the sponsor deal that was confirmed last month.

The Premier League are reportedly set to authorise Newcastle United’s lucrative front-of-shirt sponsor deal with events company Sela.

The deal was officially announced last month and is believed to be worth around £25million-per-year, which represents a significant increase on the £7million-per-year the Magpies earned from their previous shirt sponsor Fun88.

Hide Ad
Hide Ad
(L-R) Peter Silverstone, CCO at Newcastle United; Ibrahim Mohtaseb, Senior Vice President at Sela; Darren Eales, CEO at Newcastle United.(L-R) Peter Silverstone, CCO at Newcastle United; Ibrahim Mohtaseb, Senior Vice President at Sela; Darren Eales, CEO at Newcastle United.
(L-R) Peter Silverstone, CCO at Newcastle United; Ibrahim Mohtaseb, Senior Vice President at Sela; Darren Eales, CEO at Newcastle United. | Newcastle United via Getty Images

However, the new deal provoked much debate as Sela are owned by United’s majority shareholders, Saudi Arabia’s Public Investment Fund (PIF) and there were some suggestions the deal could be blocked by the Premier League as they implement their new fair market value rules that have been put in place following the takeover at St James Park.

Speaking at the announcement of the deal, Magpies CEO Darren Eales said: “We are delighted to welcome Sela as our new front-of-shirt partner. This partnership follows a highly competitive commercial process and we believe we have found the perfect front of shirt partner to support us in reaching our objectives on and off the pitch.

“We team up at an exciting time in the history of both organisations given both share an ambitious vision to expand their brands globally. Fan engagement is central to what we do at Newcastle United and, in Sela, we are partnering with an organisation with shared interests that has delivered incredible events and experiences to millions of people over many years.

“Closer to home, we will work closely on the design and operation of a new fan zone area at St. James’ Park, taking inspiration from Sela’s incredible properties elsewhere.”

Hide Ad
Hide Ad

Despite some concerns over Sela’s links with the PIF and the sizeable increase in the size of the agreement, iNews have reported Newcastle have provided evidence to the Premier League ‘justifying why the club has seen such a huge jump in the valuation of one of its main sponsorship revenue streams’.

Despite finding a lucrative new sponsor following their qualification for the Champions League, the deal still falls some way short of the front of shirt sponsorships of Premier League rivals Arsenal, Tottenham Hotspur and Manchester City, with the latter receiving £67.5million-a-year from Etihad.

Comment Guidelines

National World encourages reader discussion on our stories. User feedback, insights and back-and-forth exchanges add a rich layer of context to reporting. Please review our Community Guidelines before commenting.