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Adidas and Newcastle United Reignite Their Historic Partnership: What It Means for Football?

Roger Hampel

FOT: Newcastle United


In an exhilarating announcement, Newcastle United Football Club and adidas have joined forces once again, sealing a multi-year deal for the sportswear giant to become the official kit partner starting from the 2024/25 season. This partnership heralds a new era, both in terms of sports and business, for two of the most iconic brands in the football world.

A Look Back to a Storied History

This is not the first time the two giants are collaborating. They had previously enjoyed a partnership from 1995 until 2010. Those years were nothing short of magical for both organizations, which reached their zenith during Newcastle United's famous 'Entertainers' era under Kevin Keegan.

The Magpies sported adidas' attire during several memorable moments, including their famous 3-2 victory over FC Barcelona in the UEFA Champions League, and seasons under the stewardship of the legendary Sir Bobby Robson. The mere mention of these years evokes strong nostalgia, not just among Newcastle fans but for football aficionados worldwide.

Why This Partnership is a Big Deal

Nick Craggs, Global Football General Manager at adidas, perfectly encapsulated the sentiment, stating, "This collaboration brings together two iconic names known for their history, innovation, and commitment to excellence within football."

This partnership comes at a transformative period for Newcastle United. The men’s team has qualified for the UEFA Champions League after a 20-year hiatus, and Newcastle United Women are celebrating their full institution as professionals.

The new deal with adidas will also help Newcastle United revamp its retail operations, offering local and global fans more ways to interact and engage with their favorite club.

The Business of Football: More Than Just Kits

But the partnership represents more than just sportswear. It signifies the aligning of two brands steeped in history and culture, two entities that understand the value of innovation, and a promise for a future filled with groundbreaking achievements.

Darren Eales, CEO of Newcastle United, couldn’t have put it any better, "The club, supported by our fans, owners, and commercial partners, is on an exciting journey and we look forward to continuing that as we welcome adidas on board next summer."

Future Prospects

Peter Silverstone, Newcastle United's Chief Commercial Officer, stated that this partnership would enable them to implement an ambitious brand and commercial strategy. The retail operations of Newcastle United will also experience a complete overhaul, opening up countless possibilities for business expansion and fan engagement.


In an age where partnerships are often transient and merely transactional, the reunification of Newcastle United and adidas represents something far more profound. It's a return to iconic roots, a nod to the glorious past, and an exciting leap towards an exhilarating future.

The black and white stripes of Newcastle United are poised to marry the three stripes of adidas in a union that promises to captivate fans and deliver unparalleled football experiences for years to come. And as history has shown, when these two come together, magical moments are bound to follow.


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