Newcastle United and Visa Begin Global Partnership, Starting With Saudi Arabia Fan Experiences.

Roger Hampel

Image: Newcastle United Football Club

Newcastle United Football Club has announced a new partnership with Visa, one of the world’s leading digital payments providers. The collaboration will focus on enhancing fan engagement through exclusive activations and experiences, beginning in Saudi Arabia.

Partnership Overview Newcastle United Visa

Under the agreement, Visa customers in Saudi Arabia will have the opportunity to participate in special promotions offering access to VIP matchday experiences at St. James’ Park, meet-and-greets with Newcastle United players and legends, behind-the-scenes tours, and official club merchandise.

The initiative marks the first phase of a wider fan engagement program, which will expand globally throughout the 2025/26 season. The partnership also reflects Newcastle United’s growing international presence and the club’s strategic focus on the Middle East as a key market.

Strategic Context

According to Newcastle United, fan engagement in the Middle East has grown substantially, with support from Saudi Arabia increasing by double digits year-on-year. Digital interaction from the region has also grown by more than 20% annually over the past two years, driven by rising interest in the Premier League and the club’s growing global recognition.

Peter Silverstone, Chief Commercial Officer at Newcastle United, said the partnership demonstrates the club’s commitment to expanding its global footprint:

“We are delighted to partner with Visa to bring extraordinary experiences to our growing global fanbase, beginning in Saudi Arabia. The Middle East is a key market for Newcastle United, with digital engagement increasing by more than 20% annually for the past two years. This partnership demonstrates our commitment to engaging supporters worldwide, while Visa’s expertise in delivering exceptional consumer experiences ensures we can reward our fans’ incredible loyalty.”

Market Collaboration and Stakeholder Involvement

The project also involves barq, a regional digital payment and technology partner supporting Visa in implementing activations and fan engagement initiatives in Saudi Arabia.

Saad Almuhanna, Deputy CEO and Co-Founder at barq, highlighted the collaboration’s role in strengthening Newcastle United’s regional presence:

“We are delighted to partner with Newcastle United and support its future ambitions, noting its massive fan base and the strong emotional bond it shares with its supporters. barq will work to strengthen the club’s position as a leading force in the Premier League and European competitions.”

Ali Bailoun, Visa’s Regional General Manager for Saudi Arabia, Bahrain, and Oman, added:

“Saudi Arabia is a dynamic and fast-growing market for football, and we are proud to partner with Newcastle United and barq to deliver unique, memorable experiences for fans here. Together, we will bring fans closer to the action than ever before.”

Commercial Implications

For Newcastle United, the deal represents a continuation of its internationalization strategy, focusing on building global partnerships that strengthen fan relationships, expand market reach, and align with the club’s commercial objectives.

For Visa, the partnership aligns with its broader sports marketing strategy, which includes long-standing global relationships with organizations such as FIFA and UEFA.