'Landmark deal' - Newcastle United have just announced one of their biggest agreements yet
Newcastle United have announced a “landmark deal” with Coca-Cola.
Newcastle United have agreed a multi-year partnership with one of the world’s biggest brands, Coca-Cola.
Described as a “landmark deal”, Coca-Cola will become the club’s Official Soft Drinks Partner and the “Presenting Partner” of the St James’ STACK fanzone, taking over from Sela, whose sponsorship ended in the summer.
The agreement is the latest major sponsorship deal to be announced by the Magpies, following Knox Hydrate’s naming rights deal for the club’s Benton training ground and its front-of-shirt sponsorship. The Magpies have also welcomed fintech company SumUp as their official training kit sponsor.
While Coca-Cola may not be the biggest commercial deal in the club’s history financially, it is certainly one of the biggest in terms of names.
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“This landmark deal builds on Newcastle United’s ambitious commercial momentum, bringing in one of the most recognisable brands on the planet and unlocking new opportunities to connect with the club’s global fanbase and a new generation of consumers,” a club statement read.
“At the heart of this partnership is a shared ambition to supercharge the matchday experience both in-person and through shareable digital moments blending football with music and culture.
“As the official presenting partner of St. James’ STACK, Coca-Cola will transform the club’s premier entertainment hub into an electric epicentre of fan activity. Supporters can look forward to exclusive live music performances, immersive interactive fan zones, high-octane game-day giveaways, and VIP matchday experiences throughout the season.
“Blending a creator-led approach with the power of traditional football rights, the partnership will deliver compelling content and experiences that extend beyond matchday, celebrating the culture surrounding the game and bringing fans closer to the club than ever before.”
Commenting on the partnership, Newcastle’s Chief Revenue Officer, Dave O'Connor, said: "Coca-Cola has a long and rich history in sport, holding relationships with some of the biggest names in world football. We’re delighted to welcome such an esteemed partner to Newcastle United.
“Together, we’ll celebrate the things that make Newcastle such a proud and distinctive city: football, character, music, culture and, above all, the sense of celebration that brings people and communities together.
“From elevating the matchday experience at St James’ STACK to connecting with new audiences around the world, we’re excited about what we can create together."
Meanwhile, Dusan Stojankic, General Manager at Coca-Cola Great Britain and Ireland added: “Newcastle United is a club that represents far more than football. From the incredible atmosphere at St. James’ Park to the deep connection between the club, the city and its supporters, there is something truly distinctive about it.
“Through this partnership, we look forward to creating unforgettable moments for fans and becoming part of the celebrations, traditions and experiences that bring the Newcastle United community together."
CEO David Hopkinson and the Magpies’ commercial team have worked hard over the summer to secure sponsorship deals in an attempt to close the gap on the Premier League’s so-called big six.