Newcastle United Strengthen Saudi Ties
Premier League club Newcastle United has announced a multi-year partnership with Middle Eastern events company Sela.
Under terms of the agreement, Sela branding will be prominent across the chests of Newcastle United players, beginning with the 2023/24 football season.
The agreement follows a successful first full season under Saudi Arabian ownership.
The Magpies reached the Carabao Cup final and archived a third-place finish in the Premier League, resulting in Champions League qualification for the first time in 20 years. Sela’s front of shirt partnership agreement involves all competitions.
According to a statement, in addition to its primary events business, Sela will continue ‘to provide comprehensive football opportunities from elite to grassroots level locally and internationally.’
As well as bringing global sports and entertainment events to the Middle East, Sela’s portfolio includes the Riyadh Boulevard, Riyadh City and Boulevard World entertainment experience venues, and the luxury VIA Riyadh complex, as well as the Jeddah Superdome and Jeddah Yacht Club and Marina.
The agreement represents ‘an integral part of Sela’s continuing global expansion.’ As it aims to ‘reach, engage and connect with the Magpies’ rapidly growing global fanbase and audience through a range of physical and digital activations.’
Darren Eales, Chief Executive Officer at Newcastle United, 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.”
Peter Silverstone, Newcastle United’s Chief Executive Officer, added, “Sela joins us on our exciting journey back into the UEFA Champions League, enabling us to reach and engage with an even greater global audience together. We are proud to put their brand at the front and centre of our next stage of growth as an elite global Premier League club. Our partnership will provide a key gateway to growing our fanbase globally, and specifically in Saudi Arabia and the Middle East, while showcasing Sela’s activities and iconic destinations and properties, as they look to diversify their business activities in the UK and beyond.
“Sela has an incredible track record in delivering experiences across recreational sectors, and particularly in marketing sporting assets and properties including the Spanish Super Cup and Italian Super Cup. We believe they will market our club and brand accordingly, boosting our aim to be the most supported Premier League club in Saudi Arabia – a country with a young, digitally-savvy population that is hugely passionate about football.”
Ibrahim Mohtaseb, Senior Vice President at Sala, commented, “This partnership is about Sela being part of the next chapter for the club.
“It’s about us supporting the men’s, women’s and Academy teams. And it’s about bringing to life world-class experiences, which is at the heart of what we do as a company. For Sela, it all started with football more than 25 years ago. Today, we have grown into a multi-faceted company creating experiences and amazing destinations that millions of people enjoy each year, across a range of sport, entertainment, hospitality and retail settings. Now we are embarking on the next stage of our international growth.
“Where we can put our resources and innovation to good use for the benefit of fans, the club and the wider communities it serves, we will do so.”
The recent deal with Sela adds to the club’s Middle Eastern sponsorship portfolio. Earlier in the month the Magpies renewed its partnership agreement with sleeve sponsor noon.com.
