Newcastle United, the English Premier League soccer club, have unveiled fintech company SumUp as their new training kit partner in a multi-year deal.
SumUp, which joins the club's group of top-tier primary partners, will feature across training kit for the men's, women's, and academy teams.
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According to The Athletic, the deal is worth £15 million ($20.4 million), with the initial three-year deal worth £5 million per season.
Newcastle did not have a training kit sponsor last season.
SumUp will also work with the club on local business initiatives, becoming the presenting partner of the Newcastle United Business Club.
Through this partnership, SumUp will work with the club to identify opportunities for business collaboration.
Together they will launch a co-branded SumUp card which will offer fans special offers and rewards when engaging with official club outlets, as well as businesses across the UK.
In addition, SumUp will have access to exclusive events and networking opportunities.
In terms of recent commercial activity, Newcastle named South African sports drinks company Knox Hydration as their new front-of-shirt sponsor in June to replace Saudi Arabian sports and events firm Sela.
That agreement builds on Knox Hydration’s three-year training ground naming rights agreement with Newcastle, which is worth £6 million per season. The agreement also includes the sleeve sponsorship on training wear for men’s, women’s, and academy teams.
Newcastle will take on Liverpool in their first game of the new season on Sunday (August 23).
Meanwhile, newly promoted Coventry City have announced a new sponsorship deal with Chinese car brand Geely and a renewal with Coventry Building Society.
Geely Auto UK, the car manufacturer’s regional arm, will serve as the club’s sleeve sponsor for their return to the top flight.
The brand will additionally be the Midlands club’s new official vehicle partner.
The Geely Auto logo will feature on the sleeve of all men’s first team playing shirts for the upcoming 2026-27 season.
Geely Auto will also be integrated into the club's matchday branding, digital content, initiatives around fan engagement, and community activity.
Coventry Building Society, meanwhile, will continue as the club’s official training partner, with its branding featuring across the men’s first-team training wear throughout the season.
There will also be an increased presence across the Coventry Building Society Arena and the club’s matchday and digital platforms.
The expanded partnership will see branding feature prominently across the stadium, including on pitch-side LED, stadium branding and across the club’s media and interview environments.
The tie-up will also include fan engagement activities and community initiatives.
To prepare for their first Premier League campaign in 25 years, Coventry struck a “landmark” new 10-year partnership with premium experiences firm Legends Global earlier this month.
Through the agreement, Legends will manage commercial, hospitality and operational activity at the club’s 32,609-capacity home stadium.
Coventry will kick off the new Premier League season with a trip to champions Arsenal tonight.
