Newcastle United, of English soccer’s top-tier Premier League, have brought on board Kayak, a travel-based internet search engine, as their sleeve sponsor for the upcoming 2021-22 season.
The Kayak logo will feature on the sleeve of all first team kits across every competition.
This marks the first soccer sponsorship deal in Kayak’s history, as it replaces ICM.com, the global investment firm, which has ended its deal a year early.
ICM.com signed a two-year agreement back in September 2020.
Dale Aitchison, head of commercial at Newcastle, said: “We are very excited to become Kayak's first football partner, and to begin our journey together. Kayak is a well-known and successful brand in the travel industry and our partnership will present a number of mutual benefits.”
Per Christiansen, vice-president of marketing for Europe, Middle East and Africa at Kayak, added: “As we continue to grow our brand partnerships in the UK and internationally, we are thrilled to kick off our first football partnership with Newcastle United.
"It's an honour to be associated with the team and we look forward to expanding our presence amongst the players and their global fanbase.”
Earlier this month, Newcastle finalised a multi-year kit supply deal with UK sportswear firm Castore, first reported by GlobalData Sport last October, worth around £5 million ($6.45 million) per season.
Castore is replacing German brand Puma, which has supplied the north-east club's kit since 2010, and last year signed a short-term extension covering the 2020-21 season only.
Other top-tier Newcastle sponsors include SportsDirect, Fun88, Bet365 and Carling.