Newcastle United secures £60 million shirt deal with KNOX Hydration
Newcastle United FC has appointed South Africa based KNOX Hydration as its primary shirt sponsor for the next three years.
In a recent development, the Premier League (PL) club,Newcastle United FC (NUFC), has signed a three-year sponsorship deal with KNOX Hydration, a South Africa-based sports drink company.
With the latest partnership, KNOX Hydration will replace Sela as Newcastle United’s primary shirt sponsor. The partnership deal is approximately worth £60 million. Unlike Sela, a Public Investment Fund (PIF),KNOX Hydration is not associated with the sovereign wealth fund.
As part of the deal, KNOX Hydration has committed £6 million per season for the next three years to rename Newcastle United’s Darsley Park training facility. Under the new sponsorship deal, the brand will spend up to £10 million for the 2026-27 campaign, with the amount reaching up to £25 million each year for the final two years of the deal.
Additionally, the two sides aim to launch a club-linked, co-branded beverage. The program will focus on generating additional commercial revenue to aid Newcastle United in meeting the Premier League’s squad-cost restrictions (SCR).
David Hopkinson, Newcastle United’s CEO, commented, “This is a message to the marketplace. It confirms companies are energised by our status as a challenger brand and want to come on that journey with us.”
John Schaefer, CEO of KNOX, mentioned, “We both want to become the best of the best. We’re on a parallel path of growing together with Newcastle, and I see us both being No 1.”
Sportscape believes this deal reflects Newcastle United’s growing appeal in the global market. Partnering with KNOX Hydration gives the club more financial strength and flexibility, especially under league spending restrictions. However, the success of this partnership will depend on how well the club uses it to grow its brand and create new revenue opportunities.
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