Newcastle United, the English Premier League soccer club, have today (September 1) confirmed a new kit supply deal with German sportswear giants Adidas from the 2024-25 season.
The brand will replace current kit supplier Castore, the UK sportswear brand, which has had a contract with the club since the 2021-22 season.
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Castore’s deal was set to run until 2027, meaning Newcastle have invoked an exit clause to free themselves from the contract to sign with Adidas.
The deal was prematurely revealed recently in the We Are Newcastle United Amazon Prime documentary.
Amazon erroneously released episodes three and four, which showed the club agreeing the deal. The two episodes were quickly taken down.
The agreement sees Adidas reunite with Newcastle after previously supplying the north-east club’s kits between 1995 and 2010.
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By GlobalDataRival Puma took over from Adidas and had an 11-year partnership with the club until the end of the 2020-21 season.
As part of Castore’s partnership with Newcastle, it ran the club’s retail operations and e-commerce operations, opening a new store at the club's St. James' Park home, a revamped online store, and additional outlets in the city centre in recent years.
Under the new tie-up with Adidas, Newcastle will manage its own retail operations both in store and online, locally, and globally.
The deal has been described as the biggest sponsorship agreement in the club’s history and a significant increase on the contract with Castore which is valued at around £5 million ($6.4 million) per year.
Peter Silverstone, Newcastle United's chief commercial officer, said: "The history and heritage between the two brands is obviously very compelling and exciting.
"This partnership will help us to deliver on our ambitious brand and commercial strategy. Importantly, it will allow us to rebuild a direct retail relationship with our current, and future, local and global fanbase."
The agreement will see Adidas enhance its presence in the Premier League as it presently has kit supply deals with Arsenal, Fulham, Manchester United, and Nottingham Forest.
The German firm agreed a 10-year renewal with Manchester United in July worth a minimum of £900 million, or £90 million per season.
