Newcastle secures £25m annual shirt deal with Saudi-backed Sela

Newcastle United has inked a lucrative multi-year shirt sponsorship agreement with Saudi events management firm Sela, following the lifting of a temporary ban on owner-related commercial deals. The sponsorship, reportedly valued at £25 million annually, comes as both organisations experience rapid growth. Sela is supported by the Saudi Public Investment Fund (PIF), which also owns an 80% stake in Newcastle United.

The ban on owner-related sponsorship deals was initially implemented after the Saudi-led acquisition of the Magpies in October 2021, but was lifted two months later, provided the deals represent fair market value. This move has raised concerns among other Premier League club owners, who fear that Newcastle may exploit Saudi-backed sponsors to bypass financial fair play rules.

Manchester City, owned by Abu Dhabi, has benefited from sponsorship deals with several related Gulf parties, which has contributed to their rise to the top of English football. However, they now face 115 Premier League charges for allegedly breaching financial regulations between 2009 and 2018.

Newcastle CEO Darren Eales said the partnership with Sela followed “a highly competitive commercial process” and added, “We believe we have found the perfect front-of-shirt partner to support us in reaching our objectives on and off the pitch.”

Ibrahim Mohtaseb, Senior Vice President at Sela, commented on the partnership, stating that it was about the Saudi-based company being part of the “next chapter for the club.” He emphasised their support for the men’s, women’s, and Academy teams, as well as their commitment to delivering world-class experiences, which is at the core of Sela’s business.

Under their new ownership, Newcastle United will return to the Champions League next season for the first time in two decades, having finished fourth in the Premier League. This sponsorship deal follows the PIF’s recent investments in football, including the effective nationalisation of four top Saudi clubs, such as those of Cristiano Ronaldo and new addition Karim Benzema.