Marketing & Sponsorship

Newcastle United develop multi-year partnership with adidas

The Premier League (PL) team, Newcastle United have announced a multi-year partnership with the German sports apparel entity, adidas.

Following this agreement, the renowned three stripes will become the club’s official kit partner from the 2024/25 season onward.

The club will rejoin with adidas for the first time in almost ten years, as revealed in the Amazon Prime documentary. Between 1995 and 2010, the two organizations worked together, the brand was the official uniform and training gear for Newcastle United’s renowned Entertainers period, with Kevin Keegan’s title-challenging club boasting some of the most desired and generally appreciated outfits of the era.

The Magpies also sported the brand’s three stripes throughout numerous memorable UEFA Champions League matches, including their renowned 3-2 triumph against FC Barcelona in 1997, and in each season under the late, great Sir Bobby Robson’s guidance.

The news comes at a pivotal moment for the club, as the men’s team has qualified for the UEFA Champions League for the first time in twenty years, and Newcastle United Women were fully established as professionals this summer after a historic title win in the 2022–23 season.

When this new collaboration formally commences in June 2024, the Magpies will wear adidas for the first time in a decade. Newcastle United will also reestablish their own retail operations, both in-store and online, locally and worldwide, as part of this new deal.

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 90s and we look forward to creating many more unforgettable moments, inspiring fans and players alike.”

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, Newcastle United, 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.”

Recently, the Magpies have also developed sponsorship ties with Sportsbet.io, Sela, noon.com, and FUN88. On the field, the team has had a rough start, with only one win out of four matches earning only three points. They now go against Brentford FC on September 16.

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Marketing & Sponsorship

Özil Helps Umraniyespor Land DBE Holding Shirt Sponsor

Turkey’s Umraniyespor has signed a one-year back of jersey sponsorship with DBE Holding for the 2025–2026 season.

Speaking at the signing ceremony, Umraniyespor President Ömür Aydın said that the deal was made possible with the help of former German international Mesut Özil who is now at the club and who assisted both parties in the negotiations.

“As we begin our season preparations, we are going through a period when clubs need sponsorship support the most. We are delighted to have signed a significant sponsorship agreement with DBE Holding, who has made a great sacrifice for us and has stepped up to the plate,” said Aydın.

“I would especially like to thank Mesut Özil, who has served as a bridge in this collaboration and brought us together. I have personally observed that he has big dreams and goals for Turkish football and its youth. I hope this agreement will be beneficial for both parties.”

A DBE Holdings statement said: “With its sustainability vision and strong business partnerships, DBE Holding continues to grow every day, taking its support for sports and youth one step further. For the 2025-2026 season, DBE Holding signed a back-of-jersey sponsorship agreement with Ümraniyespor, which includes one of the world’s prominent football figures, Mesut Özil.

“This partnership goes beyond a sponsorship deal; it is a testament to our belief in creating value, contributing to society, and the unifying power of sports. As DBE Holding, we are proud to inspire the athletes who compete on the field and the fans who support them.”

Insideworldfootball.com

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Marketing & Sponsorship

Betano Boosts Denmark Presence, Sponsors 3F Superliga

Betano has expanded its sponsorship footprint in Denmark from a club base to becoming the official betting partner of the country’s top tier 3F Superliga from the start of the 2025/26 season on July 18.

Betano is already the main partner and shirt sponsor of Danish Superliga club Brøndby IF, as well as the official betting partner of a number of other Danish clubs.

The Kaizen Gaming brand was also a sponsor of Euro 2024, UEFA’s Europa and Conference Leagues as well as shirt sponsor of Premier League Aston Villa and Argentina’s River Plate. Betano launched in Denmark in 2024.

“We are very pleased to welcome Betano as the official betting partner of the 3F Superliga. Betano has become a major player in both international and Danish football – and with their strong focus on responsible gaming, they can contribute positively and professionally to the growth of Danish football” says Claus Thomsen, CEO of the Danish League Association (Divisionsforeningen).

No value was given for the one-year deal.

“We are proud to enter into this new partnership with the 3F Superliga – a league that is at the heart of the Danish football culture. Denmark has a long and proud tradition with passionate fans and clubs with deep local roots,” said Julio Iglesias, chief commercial officer of Kaizen Gaming.

“We see this partnership as an opportunity for us to contribute positively to that entire ecosystem – reaching beyond the Danish clubs we are already collaborating with. At Betano, we are committed to offering responsible, engaging sports experiences, and we look forward to working with the Danish League Association.”

Insideworldfootball.com

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Marketing & Sponsorship

Man City Seals Record £1bn Kit Deal

Manchester City have extended their kit partnership with Puma for at least another 10 years, with the contract understood to be worth a minimum of £1bn, making it the largest deal in the Premier League.

City initially signed a £65m-a-year deal with the German kit manufacturer in 2019 but the parties have agreed an extension until at least 2035, worth a record £100m a year to the club.

That figure surpasses the £90m deal signed by rivals Manchester United with Adidas in 2023, while champions Liverpool will also be with the same manufacturer from this season after agreeing a reported, external £60m a season.

City have enjoyed an unprecedented period of success since 2019, claiming four Premier League titles as well as the Treble two years ago, but finished last season without a major trophy.

Commercially, the two parties have achieved club record sales globally, according to City.

City Football Group (CFG) chief executive Ferran Soriano said: “We joined forces with Puma with the ambition to challenge ourselves and go beyond the expectations. We have achieved this and more over the last six seasons.

“Puma have seamlessly integrated into our organisation, and we have enjoyed many historic moments together, engaging fans globally.”

Bbc.com

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