Newcastle United will wear their new club crest on their shirts for the first time in the final home game of the 2026/27 season. The home match against Crystal Palace on May 23 is earmarked as the debut of the badge, which was unveiled this week.
First crest change since 1988
The Magpies changed their club crest for the first time since 1988, introducing an enhanced version of the badge that served them from the Second Division era to the Champions League. A major revamp of club imagery around St James' Park, the training grounds, and offices is now under way.
Newcastle have already launched merchandise featuring the new badge, aiming to inject funds directly into the club's revenue. Kit manufacturer Adidas will have to wait until May before using the new crest on shirts.
Barcode kit phased out
By then, the barcode shirt currently worn by Newcastle will be retired after a mixed reception since its launch last summer. The shirt is already being offered to members with a 25% discount after lower sales than normal. The blue away kit, featuring the same crest worn by Kevin Keegan in the 1980s, appears to be the best seller.
Chief marketing officer Steven Taylor told BBC Newcastle: "With the view to deliver a crest for our team in the future but also delivers for the brief by the fans. Retaining the heritage of the crest and the components, like the castle, shield and lion was incredibly important to our fans. When we went through the consultation, that brief was incredibly clear, but over 85% of the survey understood the need to refine the crest and make sure it was futureproofed."
Fan-driven design process
Taylor added: "We're introducing a new brand visual identity for the club. This is now our official club crest, they will all gradually be replaced across the stadium. Digitally, this is immediate and we're introducing a limited retail capsule so fans will be able to buy limited edition clothing with the new crest. The last home game of this season will be the first look at the crest on a plain shirt."
It is expected that a return to more traditional black and white stripes will feature in Adidas' next Newcastle kit.
CEO David Hopkinson said earlier this week: "I have never worked anywhere that feels as proud and passionate about its crest than the way this club does, so this body of work is an enormous privilege and responsibility for all of us. The club has asked supporters questions that we did not know the answers to, and they told us plainly: protect what we have, keep the elements we love, and do not start again. Every decision after that has been made inside the margins our fans drew, and it is only right that our fans have had the final and decisive say on the outcome."
Hopkinson concluded: "Our crest came from the city's own coat of arms, and it still does. It honours where we have come from, it represents who we are now, and it will become an iconic symbol for generations of supporters around the world who believe in it and unite behind it."
