Newcastle United, the English Premier League soccer club, have secured a first training ground naming rights agreement with South African sports drinks company Knox Hydration, under a three-year contract.
From July 1, 2026, the club's training centre at Darsley Park will be officially renamed The Knox.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
In what the club has described as a “historic first”, the partnership also includes the sleeve sponsorship on training wear for the men's, women's, and academy teams.
The deal is understood to be worth around £6 million ($8 million) per season – or £18 million over the three campaigns.
As part of the agreement, Knox Hydration's products will also be available across all levels of the club.
The partnership will commence this summer as the club prepares to open a renovated training ground as part of an ongoing £30 million expansion.
The Knox tie-up represents the biggest commercial deal so far under chief executive David Hopkinson (pictured, left) after he took charge last September.
Newcastle have stated that the deal represents as a “significant step forward” in their commercial strategy.
Hopkinson said: “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, we are giving our players the best possible tools to succeed, while driving the commercial growth necessary to compete at the very top.”
John Schaefer, Knox Hydration chief executive, added: “With new leadership and heightened ambitions, Newcastle's trajectory aligns perfectly with Knox’s own rapid ascent.
“Just as importantly, the club's dedicated fan base and the strong sense of community that surrounds Newcastle United make this partnership especially meaningful.”
Newcastle are also in talks to secure a new shirt sponsorship deal as their current contract with Saudi Arabian events company Sela expires at the end of the season. They’re also believed to be in the market for training kit sponsor.
The agreement with Sela, a firm owned by Newcastle’s ownership group, the Saudi Public Investment Fund, is worth £25 million per year.
The partnership with Knox comes in the same week that Newcastle posted a 44% increase in commercial income for the 2024-25 financial year from £83.6 million to £120.1 million, despite not featuring in European competition last season.
The northeast outfit also generated record revenue of £335.3 million, up by £15 million from the previous season.
Newcastle, who were recently knocked out of the elite UEFA Champions League club competition by Barcelona at the round-of-16 stage, are currently in danger of missing out on Europe next season as they sit in 12th with seven games to go this year.
Elsewhere, French giants Paris Saint-Germain (PSG) have become the latest sports property to partner with Whoop, the US-based wearable fitness tech brand.
Through a partnership running through 2029, the company will serve as a premium partner of the Ligue 1 club’s men’s and women’s teams and its official health and fitness wearable.
PSG players will have access to Whoop's advanced wearable technology as part of the deal, while the firm’s branding will debut at the club’s next Ligue 1 fixture at Parc des Princes, with visibility across LED boards, 3D corner signage, and digital matchday platforms.
The partnership will also be activated through global and local fan engagement initiatives.
Whoop has announced several partnerships with sports properties in recent months, including a global tie-up with the Premier Padel tour last week.
The fitness brand also has deals with iconic Formula 1 motor racing team Ferrari and golf’s PGA Tour.
Whoop has been most active in cycling in terms of sports sponsorships over recent years. It is currently the title sponsor of the UCI Mountain Bike World Series, courtesy of a deal announced in February 2024.
Earlier this week, Whoop raised $575 million in Series G funding at a $10.1 billion valuation, with the round, led by venture capital firm Collaborative Fund, featuring major firms such as Qatar Investment Authority and Mubadala Investment Company, and several high-profile athletes like Cristiano Ronaldo and LeBron James.
