Newcastle United have agreed a £60m front-of-shirt sponsorship deal with KNOX Hydration, ending weeks of uncertainty after the Magpies launched their new Adidas kit without a sponsor last week.
Deal Details
The agreement, confirmed by the club on Monday afternoon, is worth approximately £60m over three years. KNOX will pay around £10m for the 2026/27 season, with annual payments increasing to up to £25m for the following two seasons, subject to performance-related bonuses. The South African company already has a £6m-a-year deal for naming rights to the club's Benton training base, which will be renamed The KNOX from next month.
Fans who have already purchased the new home shirt without a sponsor can take it to club shops to have the KNOX logo pressed on. The partnership also includes sleeve sponsorship on training wear for the men's, women's, and academy teams.
Strategic Partnership
The deal represents a significant boost for Newcastle's commercial strategy, with club insiders stating it exceeds the previous Sela sponsorship. It also includes plans to launch a joint drinks brand. Chief Executive Officer John Schaefer of KNOX Hydration said: "We are thrilled to partner with Newcastle United, a truly storied football club with a rich history and a bold future. With new leadership and heightened ambitions, Newcastle's trajectory aligns perfectly with KNOX's own rapid ascent."
Newcastle's commercial director, Peter Hopkinson, added: "This isn't just a branding exercise; it's a performance-led partnership that will also support our community. As we integrate KNOX Hydration products into our daily environment at 'The KNOX,' we are giving our players the best possible tools to succeed."
New Kit and Future Plans
The 2026/27 home kit, designed by Adidas with a unique take on traditional black and white stripes, went on sale last week without a sponsor. The partnership, effective from 1 July 2026, also includes a multi-million-pound extension to the club's performance facilities at Darsley Park, expanding the building footprint by over 50%.
This transformative deal underscores Newcastle United's ambition to compete at the highest level both on and off the pitch, integrating high-performance nutrition expertise across all levels of the club.
