Newcastle United have unveiled a fresh training kit sponsorship agreement with payments firm SumUp, with the arrangement reportedly worth £5 million annually.
The financial services company will have its branding featured on the training attire worn by the men’s first team, women’s side and academy squads following the signing of a multi-year contract announced today.
The club is seeking ways to substantially boost incoming revenue to enable greater competitiveness with the established top teams in the Premier League when recruiting players.
Newcastle’s chief revenue officer Dave O’Connor stated that SumUp represents an ideal collaborator for the club, describing it as an innovative, forward-thinking international enterprise with a real dedication to assisting local traders who serve the club’s supporters and local community daily.
He explained that they were delighted to commence the collaboration and help connect SumUp, its staff and its network of local business clients more closely with the team and its fanbase. He noted that the agreement reflected the club’s commercial aspirations of partnering with pioneering global brands that fully appreciate the distinctive position Newcastle holds within the city and its surrounding area.
Luke Griffiths, SumUp’s chief commercial officer and UK chief executive, remarked that when the chance to associate with Newcastle arose, it seemed like an obvious match.
He observed that football unites people and forms part of the daily fabric of supporters, families and neighbourhoods, something the company recognises deeply. He explained that daily operations involve supporting enterprises of every scale, enabling them to operate and expand while simultaneously offering customers a straightforward, more intelligent method for handling and spending finances.
He indicated that the collaboration would provide an excellent opportunity to unite their merchant and neighbourhood networks with the club while opening fresh possibilities for enterprises and followers throughout the area. He mentioned that as the club’s official training kit partner and headline sponsor of the Newcastle United Business Club, they were eager to unite these different groups.
Under the terms of the agreement, a jointly branded SumUp payment card has been introduced, giving fans access to exclusive deals and benefits.