Newcastle United have agreed their first-ever training ground and training-kit sleeve sponsorship deal with South African sports drinks company KNOX Hydration.
The multi-year partnership, reportedly a three-year agreement worth £6m a year and totalling £18m, will see the brand become the club’s official hydration partner. As part of the deal, Newcastle’s Darsley Park training ground will be officially renamed The KNOX, and the company’s logo will feature on the sleeve of the training kits for the men’s, women’s, and academy teams. The club is still seeking a front-of-training-wear sponsor.
The partnership is the first major commercial deal secured under new Chief Executive David Hopkinson and represents a significant step in the club’s strategy to increase commercial revenue to comply with financial regulations. The announcement follows Newcastle’s latest financial results which highlighted a 44% surge in commercial revenue to £120.1m over the last financial year, though this remains significantly behind competitors such as Manchester City, who generated £340.4m. The deal also coincides with the opening of a multi-million-pound extension to the club’s training facilities.
KNOX, which is co-founded by UFC fighter Dricus Du Plessis, is not affiliated with the club’s majority owners, Saudi Arabia’s Public Investment Fund (PIF), and is set to launch in the UK.
David Hopkinson, Chief Executive Officer, Newcastle United, said, Is (PIF) the world’s richest owner? Yes. But we’re in the self-help business, they can’t use that money under PSR, which has now evolved to SCR — we’re only going to be able to spend on salaries a proportion of what we generate in revenue. You combine that with the fact the Premier League has the tightest correlation (of any major sports) between wage spend and points earned… You want more points earned, you’ve got to generate more revenue and you have to do it on your own efforts. This is the revenue business and this is my equation. I’ve got to get a bigger bag for the club to work with, Ross (Wilson, the sporting director) needs to spend that effectively, and then Eddie needs to manage the squad that he’s got.
Hopkinson added, When I think about our competitors, they are formidable and they have already got a head start on us. But all they’ve got is as head start on us and we’ve got a tremendous opportunity for growth right in front of us. We’ve used the phrase headroom in terms of a player budget, but what I also look at is the commercial opportunity, we have significant headroom to catch up. It means we’ve got to work harder, we’ve got to work smarter with high conviction and energy every single day to capture that headroom. We’ve got to catch these guys.
He also stated, We are thrilled to welcome KNOX Hydration as a world-class partner. They share our relentless ambition to disrupt the status quo and reach the pinnacle of our respective industries. 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, while driving the commercial growth necessary to compete at the very top. This is an exciting partnership for everybody at Newcastle United and KNOX, and we cannot wait to get started.
John Schaefer, Chief Executive Officer, 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. Just as importantly, the club’s incredibly dedicated fan base and the strong sense of community that surrounds Newcastle United make this partnership especially meaningful. We’re excited to grow together and be part of that journey both on and off the pitch.
