Newcastle United has finalized a groundbreaking £6 million-a-year sponsorship deal with KNOX Hydration, a South African sports drinks company. This three-year agreement, totaling £18 million, will see KNOX’s branding featured prominently on the shirt sleeves of Newcastle’s training kits.
The partnership also includes the renaming of the Darsley Park training ground to The KNOX, marking a significant shift in Newcastle’s commercial landscape. Chief Executive David Hopkinson expressed enthusiasm about the collaboration, stating, “We are thrilled to welcome KNOX Hydration as a world-class partner.”
Hopkinson emphasized that this is not merely a branding exercise, but a performance-led partnership aimed at supporting the community. The deal is set to commence on July 1, 2026, and will run through 2029, with KNOX Hydration’s products becoming available across all levels of the club.
This agreement comes at a time when Newcastle’s commercial revenue has surged by 44%, reaching £120.1 million for the 2024-25 financial year, with an overall turnover of £335.3 million. The club is actively seeking a front-of-training-wear sponsor to further bolster its commercial efforts.
John Schaefer from KNOX Hydration highlighted the importance of the partnership, stating, “Just as importantly, the club’s dedicated fan base and the strong sense of community that surrounds Newcastle United make this partnership especially meaningful.” He added, “We’re excited to grow together and be part of that journey both on and off the pitch.”
This marks Newcastle United’s first-ever training ground and training-kit sleeve sponsorship deal, underscoring the club’s strategic move to enhance its commercial revenue streams. Details remain unconfirmed regarding additional partnerships or sponsorships that may follow.