'Almost time' - Newcastle United next shirt sponsors tease major announcement after £80m deal
Newcastle United’s yet-to-be-announced new shirt sponsors have teased a big commercial activation in the UK.
Newcastle United’s upcoming front-of-shirt sponsors KNOX Hydration, have big plans in he UK market.
The Gazette exclusively revealed KNOX Hydration will be confirmed as Newcastle’s new front-of-shirt sponsor. It comes after the club’s 2026/27 Adidas home shirt went on sale last week without a sponsor in place. But, as previously reported by The Gazette, the club had lined one up behind the scenes to be announced at a later date.
KNOX, who will also sponsor Newcastle’s training ground, is a hydration drink that has never been sold in the UK - until now.
As part of its wider commercial activation with Newcastle, KNOX has officially confirmed it will ‘arrive in the UK next week’.
The KNOX Hydrate UK Instagram account posted a promotional image of a can of the drink in front of the Union Jack with the caption: “It’s almost time! KNOX arrives in the UK next week! Stay tuned for more!”
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NUFC’s new sponsor set to be announced
The Magpies are expected to officially announce KNOX as the new front-of-shirt sponsor. It follows up on the previously announced training ground partnership which will see Darsley Park rebranded as The KNOX from July 1.
Newcastle’s £70million three-year shirt sponsorship deal with Sela ended this summer. While the total sponsorship package with KNOX is understood to be worth around £80million, the structure of the deal has been the subject of scrutiny.
While Sela’s shirt sponsorship was £70million for shirt sponsorship alone, KNOX’s deal will be an initial £10million for the first season plus a further £25million in seasons two and three.
So the shirt sponsorship package alone is worth around £60million - less than the Sela deal. But with various bonuses and the £18million in training ground sponsorship bundled in, the total package will be worth more.
Sources have indicated that there is genuine excitement over the partnership internally at Newcastle. It will include future activations, commercial opportunities and represents a strong financial package in a difficult market.
Newcastle were one of several Premier League clubs to release their new shirt without a sponsor on the front this summer, such is the nature of the market. But the shirt with the KNOX sponsor will be officially unveiled very soon.
Your next Newcastle United read: Exclusive: Newcastle United new shirt sponsor revealed as club agree £80m deal