Newcastle United’s sponsors Sela have bowed out in style with a classy statement to the club’s supporters
Newcastle United’s £25m per year backers Sela have announced a clean break from the club and thanked for their support in the last three years.
It’s understood that Sela’s branding will be removed around St James’ Park after their front-of-shirt sponsorship deal ended after three years with no plans for a partnership ahead of the 2026/27 season in place.
That also leaves a question mark over who will sponsor Newcastle’s pre-season tournament at St James’ Park following three years of the Sela Cup on Tyneside, with United winning two of them after victories over Brest and Villarreal in the last two years at St James’ Park.
Newcastle will launch their new Adidas home kit on Wednesday without a front of shirt sponsor while plans for pre-season – with a home friendly against AS Roma mooted – are yet to be confirmed.
A statement from Sela read: “Sela has concluded its highly successful principal partnership with Newcastle United, which delivered unforgettable experiences for communities and fans across Tyneside.
“Defined by innovation and a commitment to supporters, Sela received global acclaim for a succession of unforgettable activations, including the pioneering introduction of haptic shirts for the deaf community and a series of spectacular, immersive displays.”
The Saudi-based company linked up with the Magpies in 2023 and helped deliver an award-winning partnership, which was named the most-awarded football sponsorship in the world in 2024, claiming a record 150 awards in the process.
The groundbreaking initiative Unsilence the Crowd, reimagined the way fans who are deaf or have hearing loss experience the atmosphere at St James’ Park after the creation of the Sela Sound Shirt, a replica Newcastle United shirt woven with intelligent sensors that uses haptic technology to translate crowd noise into feeling on the upper body.
Sela also delivered a series of spectacular drone and light shows for supporters, marking iconic moments. This included We’re Back, a visual spectacular above St James’ Park that used 500 illuminated drones to celebrate the club’s historic return to the UEFA Champions League, and We Are One, a first-of-its-kind 3D-projection mapping show onto the iconic Baltic building and the River Tyne.
Newcastle United’s kit sponsor Sela light up London ahead of the Carabao Cup final
Ahead of the Carabao Cup Final, they took over Millbank Tower on the River Thames in London with a dazzling projection while inside Wembley, they gifted more than 32,000 scarves to supporters to help cheer the team to victory, before delivering a spectacular drone show to conclude the trophy parade.
“Sela is about redefining fan experiences,” said Sela’s chief experience officer Ibrahim Mohtaseb. “To do that, we must listen to the communities we serve and in Newcastle, we found a truly unique and passionate community of fans – both in the city and globally.
“I would like to put on record our thanks to the club, fans and everyone involved with Newcastle United. The club will always hold a special place in Sela’s story, and we wish everyone continued success in the years ahead.”
Since linking up with Newcastle, Sela has substantially expanded its international operations, including delivering world-class boxing cards such as Chris Eubank Jr vs Conor Benn in London and Terence Crawford vs Saul “Canelo” Alvarez in front of a sellout crowd in Nevada.
The company has also launched its international headquarters in London last year, and has branched out into other sports, delivering London Premier Padel P1 this summer – bringing professional padel to the UK for the first time.
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