English soccer club Newcastle United and Quidd, the digital collectibles and NFT marketplace and subsidiary of Hong Kong-based game publisher Animoca Brands, have today announced a new multi-year partnership.

The deal makes Quidd the club's first official digital collectible partner, allowing fans to build and trade collections of officially licensed digital trading cards, digital video moments, and digital memorabilia on Quidd. The series will feature over 200 player cards.

The first series of limited-edition Newcastle United digital trading cards, developed in partnership with sports trading card firm Leaf, will be released on March 28 on the Quidd marketplace.

Michael Bramlage, chief executive of Quidd, said: “The collecting of football stickers and cards is deeply embedded in football culture. In the same way that the internet, mobile devices, and streaming services have profoundly changed the football viewing experience, we are using technology to help transform the football collecting experience.”

Peter Silverstone, chief commercial officer of Newcastle United, added: “Quidd is the ideal partner for our first-ever, officially licensed, digital collection.

"As Newcastle United's fanbase expands globally, it is important we find new and innovative ways to build strong connections with club supporters wherever they are, and across a variety of different platforms.

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“This innovative partnership with Quidd will allow us to reach and engage club supporters through an exciting digital collection which will augment our much-anticipated future retail offering.”

Last month, Newcastle announced a partnership with PinDrop, the new UK-based sports marketing agency.

Through the deal, the agency will “help drive the club’s partnership research, insight, and analytics capability.”

Newcastle have announced several major commercial deals in recent months, including a new kit supply agreement with German sportswear heavyweight adidas, and a renewed tie-up with Saudia, the national carrier of Saudi Arabia.

Meanwhile, solar energy company SolaX Power has been unveiled as a partner of German soccer giants Borussia Dortmund.

The deal entails SolaX promoting its brand internationally through various initiatives such as stadium advertising, fan engagement activities, and social responsibility projects.

Read: In the Boardroom with Borussia Dortmund