Inside Newcastle United 2026/27 kit launch as fans disagree over 'future-thinking' design with major twist
Newcastle United 2026/27 kit launch: The club’s 2026/27 Adidas home shirt is officially on sale - with one major twist.
Newcastle United’s 2026/27 home shirt has launched to a mixed reaction.
While some supporters queued outside the club shop from 4am on Wednesday morning to get their hands on the shirt, many more kept their distance, with roughly 50 gathered outside the club shop at St James’ Park for the 8am kit launch.
The new kit has been launched without a front-of-shirt sponsor for the first time in the modern era. It comes after Sela’s £75million three-year partnership officially came to an end.
One fan of the new shirt was 10-year-old Leilani Glendinning, whose mam, Linda, had been waiting outside the club shop since 4am in order to guarantee a spot at the front of the queue for the doors opening. The club rewarded the dedication with some complimentary goody bags when the shop finally opened four hours later.
Linda said: “I’ve been here since 4am! Leilani absolutely loves the shirt, we’re delighted to be the first ones to get it. She’ll be wearing it to school now!”
The shirt is on sale for £85 for adults, £60 for children and an authentic version is available for £120.
Newcastle have described the divisive design as a ‘fresh, new take on the black-and-white stripes’ in a club statement with its distributed stripe pattern of varying widths labelled as ‘future-thinking and progressive’.
But some fans disagree, with many on social media comparing the design to a barcode.
“The barcode kit is awful,” one fan told The Gazette.
“Lazy by Adidas and fans are showing it with a lack of interest,” another commented.
One fan added: “It’s completely bizarre launching this without a sponsor. Must mean the deal is nowhere near close.”
The Gazette understands the club do have a deal in the works that is expected to be confirmed ahead of the 2026/27 season and included on the kit.
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Sela confirm end of Newcastle United partnership
A statement released by Sela this week confirmed the end of its front-of-shirt partnership with Newcastle, ending any speculation that it would extend its £25million-a-year deal.
"Sela has concluded its highly successful principal partnership with Newcastle United, which delivered unforgettable experiences for communities and fans across Tyneside,” Sela’s statement read.
"Defined by innovation and a commitment to supporters, Sela received global acclaim for a succession of unforgettable activations, including the pioneering introduction of haptic shirts for the deaf community and a series of spectacular, immersive displays."
Meanwhile, Sela’s chief experience officer Ibrahim Mohtaseb said: "Sela is about redefining fan experiences. To do that, we must listen to the communities we serve and in Newcastle, we found a truly unique and passionate community of fans – both in the city and globally.
"I would like to put on record our thanks to the club, fans and everyone involved with Newcastle United. The club will always hold a special place in Sela’s story, and we wish everyone continued success in the years ahead."