Newcastle United, of English soccer’s top-tier Premier League, have extended their partnership with Saudia, the national carrier of Saudi Arabia.
Under a multi-year renewal, the company will continue to serve as the official airline partner of the Premier League club.
Saudia first partnered with Newcastle under a short-term deal last year as the club's official tour airline partner when the team traveled to the Middle East country during the World Cup break.
Newcastle have strong ties to the kingdom as the club is owned by a consortium backed mainly by the Saudi Arabian Public Investment Fund (PIF)
The extended agreement with the airline is the club’s latest with a Saudi company.
The northeast side signed up Saudi Arabian sport and events firm Sela as their new front-of-shirt sponsor this season, while extending a sleeve deal with online marketplace Noon.com.
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Both Sela and Noon.com have links to the PIF.
The partnership will see Saudia engage with Newcastle supporters through exclusive offers and experiences, as well as through the club's digital channels and international television viewership.
Peter Silverstone, Newcastle’s chief commercial officer, said: "This is a natural step in our growing relationship with Saudia and follows our hugely successful partnership in 2022. We were incredibly impressed with Saudia in what we experienced as our teams activated our partnership during the 2022-23 season.
“Saudia's partnership activations were extremely well received by our growing local and global fanbase, with incredible digital results being achieved by both parties.
"Our ambition is to grow Newcastle globally and to become the most popular Premier League club in Saudi Arabia and other territories around the world. Saudia will open up new markets for Newcastle as we strengthen our connection with fans across the globe."
Newcastle last month (September) 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.
Meanwhile, Simon Lilley has joined Newcastle as retail and licensing director.
In the role, he will be responsible for building the club’s new retail and licensing team, covering stores, e-commerce, buying, and licensing.
Lilley previously served in the same role at electric motor racing series Formula E.
He returns to soccer having previously spent eight years at Arsenal as retail director and almost five years at European governing body UEFA as senior manager of licensing and retail.
Lilley also worked as head of retail and licensing for the organizing committee of the London 2012 Olympic Games.