Newcastle United signs £60m shirt sponsorship deal with KNOX Hydration
Newcastle United has agreed a three-year front-of-shirt sponsorship deal with South African sports drink company KNOX Hydration, valued at up to £60 million ($80.6 million). The deal, starting in the 2026-27 season, replaces previous sponsor Sela and includes escalating annual payments, training ground naming rights, and a planned club-linked beverage brand. KNOX is not affiliated with Newcastle’s Saudi owners (PIF). The partnership aims to boost revenue under Premier League financial rules and signals the club’s commercial growth. KNOX, co-founded by former UFC champion Dricus Du Plessis, will use the Premier League platform for global expansion.
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Newcastle United and Knox Hydrate Sign Three-Year Front-of-Shirt Partnership
Newcastle United Football Club announced an expanded three-year partnership with Knox Hydrate, making the hydration brand the official front-of-shirt partner for the men's first team, women's team, and academy sides starting from the 2026-27 season. The deal builds on an existing agreement where Knox secured naming rights to the club's Darsley Park training base, renamed 'The Knox' from July 1. Club CEO David Hopkinson called it a transformative partnership, while Knox CEO John Shaffer emphasized shared ambitions for global growth. Fans who purchased 2026/27 home shirts can add the logo, and away/third kits will feature it directly. The collaboration underscores Newcastle's commercial momentum as it competes in domestic and European football.
虎扑 - 足球Newcastle United Signs £60 Million Shirt Sponsorship Deal with South African Sports Drink KNOX Hydration
Newcastle United has finalized a three-year, £60 million front-of-shirt sponsorship agreement with South African sports drink company KNOX Hydration, effective July 1, 2024. The deal includes renaming the Darsley Park training base to 'KNOX' for an additional £6 million annually. KNOX replaces Sela, which is owned by Newcastle's majority shareholder, the Saudi Public Investment Fund (PIF). The sponsorship fee varies by season: up to £10 million for 2026-27, and up to £25 million annually for the following two seasons based on bonus achievements. The total potential value, including bonuses, could reach £78 million. Newcastle will also collaborate with KNOX to launch a club-exclusive beverage brand to improve financial standing under Premier League Squad Cost Rules. KNOX, co-founded by former UFC champion Dricus du Plessis, aims to expand globally and will launch in the UK this summer. The deal is seen as a success amid a sluggish shirt sponsorship market due to gambling regulation changes.
虎扑 - 足球Newcastle United Agrees £60 Million Front-of-Shirt Sponsorship with KNOX Hydration
Newcastle United has signed a three-year front-of-shirt sponsorship deal with South African sports drinks company KNOX Hydration, valued at up to £60 million ($80.6 million). KNOX, which already sponsors the club's training ground and training kit sleeve, replaces Sela as the primary shirt sponsor. Notably, KNOX is not affiliated with Newcastle's majority owner, Saudi Arabia's Public Investment Fund (PIF), unlike its predecessor. The deal includes a unique club-linked drinks brand launch to boost revenue under Premier League squad-cost rules. CEO David Hopkinson framed the partnership as a 'message to the marketplace' demonstrating confidence in Newcastle's challenger brand status. KNOX co-founder Dricus Du Plessis, a former UFC champion, is involved in the company.
Soccer - The AthleticNewcastle United Agrees £60 Million Front-of-Shirt Sponsorship Deal with KNOX Hydration
Newcastle United has finalized a three-year front-of-shirt sponsorship deal with South African sports drinks company KNOX Hydration, valued at approximately £60 million ($80.6 million). The agreement, which begins in the 2026-27 season, includes an initial £10 million payment for the first year, rising to up to £25 million annually for the following two seasons based on bonuses. KNOX, which is not affiliated with Newcastle's Saudi-backed owners, already holds the naming rights to the club's training ground and training-kit sleeve sponsorship. The deal represents a financial improvement over the previous Sela sponsorship and is seen as a success in a depressed market due to gambling advertising restrictions. Newcastle CEO David Hopkinson framed the partnership as a signal of the club's commercial appeal and ambition. KNOX, co-founded by former UFC champion Dricus Du Plessis, aims to expand its global visibility through the Premier League platform.
Soccer - The AthleticNewcastle United Agrees £60m Front-of-Shirt Sponsorship Deal with KNOX Hydration
Newcastle United has signed a three-year, £60 million front-of-shirt sponsorship deal with South African sports drinks company KNOX Hydration, replacing Sela as the primary kit partner. The deal, which includes a separate £6m annual fee for training ground naming rights, represents a financial improvement over the previous Sela agreement. KNOX is not affiliated with Newcastle's majority owners, Saudi Arabia's PIF. The agreement is structured with escalating payments: up to £10m for the 2026-27 season and up to £25m annually for the following two seasons, contingent on bonuses. Newcastle CEO David Hopkinson framed the deal as a 'message to the marketplace,' highlighting the club's appeal as a 'challenger brand.' The partnership also includes plans to launch a unique club-linked drinks brand to generate additional revenue under the Premier League's new squad-cost rules.
Soccer - The Athletic