St James' Park update after Newcastle United agree £30m multi-year deal

The Magpies are away to Fulham in the Premier League on Saturday and travel to AFC Wimbledon in the third round of the Carabao Cup in midweek before Manchester City visit Tyneside.

And those attending the City fixture will get a first look at the East Stand, which has undergone a mini makeover since Eddie Howe’s beat Tottenham Hotspur three weeks ago.

Earlier this summer, the club changed the ‘Newcastle United’ lettering back to what it once was having been the same typeface as Mike Ashley’s Sports Direct since 2011.

And now, the colour of the seats have been changed to display the iconic Adidas three stripes logo. It comes as part of the multi-year agreement Newcastle signed with Adidas, worth a reported £30million per-season.

Speaking previously, Darren Eales, CEO of Newcastle United said: “Our upcoming partnership with adidas evokes memories of some of the most famous players, coaches and matches in the club's history so we are delighted we will be teaming up once again as we look to create our own exciting future together.

"The club, supported by our fans, owners and commercial partners, is on an exciting journey and we look forward to continuing that as we welcome adidas on board next summer."

Peter Silverstone, Chief Commercial Officer, added : "We are delighted to have agreed a new multi-year partnership with adidas from summer 2024. The history and heritage between the two brands is obviously very compelling and exciting.

"This partnership will help us to deliver on our ambitious brand and commercial strategy. Importantly, it will allow us to rebuild a direct retail relationship with our current, and future, local and global fanbase. We know our fans will support us on this exciting journey."

The design of the home, away and third shirts have gone down extremely well with supporters, while a new Adidas-inspired club store is currently in process and expected to open within the next couple of months.

Howe’s men also got to benefit from the renewed partnership in June when they visited their Herzogenaurach HQ for a week-long training camp.