UEFA official document confirms £35m Newcastle United boost after 'biggest deal in the history of the club'
In 2024, Adidas returned as Newcastle United’s kit manufacturer for the first time since 2010.
Newcastle United supporters rejoiced when Adidas were announced as the club’s new kit manufacturer for the 2024/25 season.
Adidas manufactured Newcastle’s kits from 1995 to 2010 and returned in 2024 on an initial five-year deal. The German sportswear company have produced some of The Magpies’ most iconic Premier League kits.
The Adidas kit deal was initially leaked during the 'We are Newcastle United' documentary, where Magpies legend Alan Shearer narrated: “The club meet with Adidas to strike the biggest deal in the history of the club. One which would be worth hundreds of millions over an initial five-year period.”
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Newcastle United Adidas deal success
It also saw Newcastle regain control of its merchandising, having previously partnered with Castore between 2021 and 2024 - an important commercial step for the club in terms of increasing its revenue.
In addition to releasing Newcastle kits, Adidas have also produced several ranges of sportswear for the club that have proven popular amongst supporters despite being priced at a premium. The latest Adidas Originals tracksuite zip-up top released last month is priced at £85 on the Newcastle official website.
Meanwhile, men’s home shirts are also priced at £85 with an ‘authentic’ version for sale at £120 before any personalisation options are added. Adidas and the club have also re-released retro shirts from the 90s.
The switch to Adidas has been a huge commercial success for Newcastle, heightened by the fact that the club won the Carabao Cup last season and released ‘25 Winners’ shirts on the back of it. If they hadn’t bought one already, many supporters wanted to get their hands on the shirt that Newcastle finally ended their trophy drought in.
Champions League qualification followed on the back of it, with a new trio of Adidas shirts released for the 2025/26 season promtly followed by various clothing ranges released over the course of the season.
NUFC handed £35m Adidas-linked boost - UEFA report confirms
The constant stream of new Newcastle clothing and merchandise has had a significant impact, as shown in the latest figures released by UEFA.
UEFA’s financial report confirmed that Newcastle reported club-record revenue from merchandising in 2025, up from £11.4million to £35million. The 219% increase has seen Newcastle move up 21 places to 18th in Europe for merchandising revenue.
UEFA’s report states: “Twenty-one of the top 25 clubs reported higher revenues from their kit manufacturer deal and merchandising activities in 2025 than in 2024, with 19 of them reporting record revenues. Merchandising revenue is up 20% and kit manufacturer revenue is up 13%.
“Combined, these revenue streams now sit an extraordinary 82% higher than the 2019 pre-pandemic level.”
Aston Villa, who also switched from Castore to Adidas, also reported record merchandising revenue as they increased from £5.3million to £22.8million, jumping up 37 places to break into the top 25.
But they are still some way behind leaders Barcelona, who generated £243million in merchandising alone in 2025. Manchester United lead the way in the Premier League at £151million.
The report also states that only 10% of Newcastle’s revenue comes from the £35million in merchandising, suggesting the club’s revenue for 2025 stands at around £350million. The most recent accounts published by the club for the 2023/24 season revealed revenue of £320.3million.