Newcastle United commercial partners launch 'Saudia Cup' at St James' Park after 'multi-year deal'
Newcastle United’s commercial partners Saudia have launched an ‘ultimate’ St James’ Park experience with the 2026 Saudia Cup.
Newcastle United’s official airline partner, Saudia, has launched the 2026 Saudia Cup at St James’ Park.
The Saudia Cup will take place on May 18 at St James’ Park following the final home match of the 2025/26 Premier League season against West Ham United.
The Saudia Cup match will see Newcastle legends take part in a match and five lucky supporters have been given the opportunity to play alongside them.
Saudia has launched a competition to give five fans the ‘ultimate matchday moment’ which includes a play on the pitch experience with the Newcastle legends, whose identity is yet to be revealed. The winners will also get a one-night hotel stay and full travel to and from Newcastle, if necessary.
NUFC’s ‘multi-year deal’ with Saudia
Saudia is Saudi Arabia’s flag carrier airline and first teamed up with Newcastle in December 2022 as part of the warm-weather training trip and friendly match against Al-Hilal in Riyadh.
Newcastle have been majority owned by the Saudi Arabian Public Investment Fund since October 2021.
And in 2023, the club announced a ‘multi-year deal’ with Saudia which has seen the airline advertised at St James’ Park along with other initiatives, the latest being the Saudia Cup competition.
Following the announcement of Newcastle’s partnership with Saudia in 2023, the club’s former chief commercial officer, Peter Silverstone said: “This is a natural step in our growing relationship with Saudia and follows our hugely successful partnership in 2022.
"We were incredibly impressed with Saudia, both on board our flights to and from the Middle East, and in what we experienced as our teams activated our partnership during the 2022/23 season. Saudia's partnership activations were extremely well received by our growing local and global fanbase, with incredible digital results being achieved by both parties.
"Our ambition is to grow Newcastle United globally and to become the most popular Premier League club in Saudi Arabia and other territories around the world.
"Saudia will open up new markets for Newcastle United as we strengthen our connection with fans across the globe. We are very excited about the journey ahead. We relish the challenge and opportunity to support Saudia as it looks to expand its route network, and reach new audiences, through the huge global awareness Newcastle United can provide."
Newcastle’s commercial revenue has grown significantly in recent years though new chief executive officer David Hopkinson is looking to improve things further following Silverstone’s departure. The club has recently announced a new training ground sponsorship deal with KNOX, while other key commercial deals are understood to be in the pipeline.