Newcastle United Seals New Signing

Newcastle United FC and adidas have agreed a multi-year partnership that will see the sportswear brand become the club’s official kit partner from the 2024/25 season onwards.

Initially revealed in the recent sports docu-series We Are Newcastle United, the Magpies will reunite with the German brand for the first time in over ten years, with adidas previously supplying Newcastle’s official kits and training wear between 1995 and 2010.

From June 2024, both the Newcastle United men’s and women’s teams will wear adidas kits when the new partnership officially begins.

The club, which is owned by the Saudi Public Investment Fund (PIF) recently signed a major front-shit-sponsorship deal with Saudi events company Sela.

Nick Craggs, Global Football General Manager, adidas, said, “We are excited to announce that adidas and Newcastle United Football Club have once again joined forces in a new partnership that aims to drive excitement both on and off the pitch. This collaboration brings together two iconic names known for their history, innovation, and commitment to excellence within football.

“As Newcastle United Football Club embarks on a new chapter for the men’s and women’s team, adidas is honoured to provide them cutting-edge sportswear technology. Our previous partnership delivered some of the most iconic kits of the 90’s and we look forward to creating many more unforgettable moments, inspiring fans and players alike.”

Darren Eales, CEO of Newcastle United, added, “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.” 

An element of the new agreement will also see Newcastle United rebuilding its own retail operations both in store and online, locally and globally. The club has stated that details on the changes will be revealed in the near future.

Peter Silverstone, Newcastle United’s Chief Commercial Officer, said, “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.”