Latest Magpies Partnership Takes Off
Newcastle United has renewed its partnership with Saudia, the club’s official airline partner.
The multi-year extension to the current deal between the Saudi Arabian national carrier and the Premier League football club, follows Saudia’s 2022/23 season partnership in which it flew the Magpies’ first team between Newcastle International Airport and Riyadh for warm-weather training and a match against Al-Hilal.
The partnership will see Saudia continue to offer Newcastle United supporters exclusive offers and experiences, as well as reaching football fans across the globe through the club’s digital channels and international television viewership.
The value of the deal was not disclosed by the club, but The I newspaper has reported that it could be worth up to £3m annually.
Peter Silverstone, Chief Commercial Officer of Newcastle United, 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.”
Khaled Tash, Chief Marketing Officer of Saudia’s Group, added, “At Saudia we have always strived to create meaningful connections that transcend boundaries, and our partnership with Newcastle United aligns with this vision. We recognised in Newcastle United a club with a rich history, strong values and a passionate fanbase that resonates with our own principles.
“The opportunity to connect with Newcastle United’s fanbase is a source of great excitement. The prospect of forging a bond with millions of fans and bringing them closer to our brand and values and to the Kingdom of Saudi Arabia is truly exciting.
“With our expanding route network and premier product we are keen to reach new audiences showcasing Saudi Arabia to the UK population but also growing awareness of the multiple leisure and business travel destinations Saudia provides through its hyper-connected global network.”
The deal confirms the growing relationship between Saudi Arabia and the Saudi-run club, whose shirt sponsor is PIF-owned events company Sela. The Premier League introduced stringent rules around associated party sponsorships following Newcastle’s takeover, but it appears that the league is happy with the latest agreement.
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