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.

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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.”

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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.

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"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.