The weekend could see the last outing for Sela at St James’ Park as main club sponsors but what comes next?
17:00, 13 May 2026Updated 17:55, 13 May 2026
Sela been Newcastle’s front-of-shirt sponsor since 2023(Image: NUFC/Sela/PA)
Newcastle United have held discussions with a number of potential front-of-shirt sponsors ahead of the 2026/27 season.
As revealed on Chronicle Live on Tuesday night, the Magpies will not wear their new home kit for next season in the final game of the campaign at St James’ Park. This is thought to be because wearing the current Sela logo on the shirts for a kit that will bear a different company next season would cause complications and mean a new, fresh look for next term would be tricky if Newcastle donned what would be a “one-off” shirt.
CEO David Hopkinson is leading the talks for a new deal for the club as Newcastle look to replace the £25m a year Sela contract, due to expire this summer. Sela have not been disregarded by the club and at one stage were in the conversation to continue, but new sponsors have been spoken to. However, Sela may remain on board as club partners moving forward, as Newcastle look to retain commercial links with the Saudi-based entertainment company.
Is there a danger that Newcastle kick off next season without a shirt sponsor? That will depend on whether offers match the club’s valuation. That was certainly the case at Chelsea last season when they played without a sponsor for most of the season.
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Newcastle remain hopeful that won’t be the case and it is believed that they have held talks with both Saudi-based and non-Saudi firms in the last few months.
Meanwhile, new Chief Revenue Officer Dave O’Connor is set to start next month with the club believed to be excited at bringing the Geordie home. O’Connor, who has built his own agency in Switzerland, will join the club’s executive team with an announcement due on his appointment, and that of a Chief Marketing Officer, expected imminently.
Newcastle are also hiring a new Senior Partnership Operations Manager as they aim to get much more value from the commercial scene as Hopkinson drives improvement.
The job advert reads: “As Senior Partnership Operations Manager, you’ll play a central role in delivering exceptional experiences for the club’s commercial partners and helping bring some of the most exciting partnerships in football to life.
“Working at the heart of a fast-paced and ambitious commercial team, you’ll lead the day-to-day delivery of partnership activations across matchdays, hospitality, events, branding and fan experiences. No two days will be the same, one moment you could be coordinating a major stadium activation, the next working with internal teams and partners to create memorable experiences that strengthen relationships and elevate the Club’s global profile.
“This is a fantastic opportunity to shape and develop a dedicated Partnership Operations function, introducing new ideas, improving ways of working and setting the standard for best-in-class partnership delivery. You’ll collaborate with a wide range of departments across the club, ensuring every commercial right is delivered seamlessly and every partner receives an outstanding level of service.
“The role would suit someone who is highly organised, relationship-focused and energised by working in a high-profile sporting environment where attention to detail and creativity go hand in hand.”
Dan Burn delivers important mental health message
The Newcastle defender Dan Burn was on hand last week to speak about the importance of mental health at an event involving the city council and the club’s Foundation.
Unveiled to mark Mental Health Awareness Week (11-17 May), 11 specially commissioned public benches have been positioned in communities and parks across Newcastle. Each bench features the iconic black-and-white stripes alongside a series of thought-provoking questions which aim to spark conversation – about football, life, and how they’re really feeling.
The questions are designed to bridge the gap between casual football ‘terrace talk’ and deeper discussions about wellbeing. These aim to break silence surrounding mental health, in a region where suicide remains the leading cause of death for men under 50.
“Football, particularly in this city, has a unique power to spark conversation and bring people together”, says Newcastle United player and Foundation ambassador, Burn.
“These benches are a brilliant way to encourage people to take a minute, sit down, and have those important conversations. If we can use the connection we share through football to help someone open up or reach out for support, then it’s a massive win for the whole community.”
Pam Smith, chief executive at Newcastle City Council, said: “We are delighted to team up with Newcastle United to support Geordie football fans to take care of their mental health and each other. Nobody should have to face life’s challenges on their own and we know how powerful football is to a united Newcastle.
“The benches are conversation starters and ideally complement our Wellbeing Hubs Network across the city, reinforcing the powerful impact of connecting with others to keep us well and preventing isolation or crisis. We would urge anyone who feels they are struggling to reach out to one of the many support streams available.”
Swiss trip on the cards for Newcastle youngsters
The Magpies will send a youth team to Altstatten this weekend to take part in an International Tournament.
Newcastle will take on Dinamo Zagreb, Brondby and St Gallen in the group stages in shorter matches before concluding with the knockout stages on Saturday. United thrashed Middlesbrough 4-0 in the final Academy match of the season on the domestic front, with the trip to Switzerland their last efforts before a summer break.
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