Newcastle confirm £25m-a-season deal with Saudi events company Sela

06/09/2023

Newcastle confirm £25m-a-season deal with Saudi events company Sela to become their main shirt sponsor with the agreement NOT expected to break new Premier League rules

Newcastle have confirmed a multi-year deal worth around £25m per season
Sela replacE betting firm Fun888, who signed a £6.5m per year deal in 2017
The deal with Sela is not expected to contravene Premier League rules

Newcastle United have confirmed a multi-year deal worth around £25million per season with Saudi events company Sela to become the club’s main shirt sponsor.

Discussions have been taking place with several potential sponsors in recent months and an announcement is now expected, with Sela replacing betting firm Fun888, who signed a £6.5m per year deal in 2017.

Darren Eales, CEO at Newcastle United, said: ‘We are delighted to welcome Sela as our new front-of-shirt partner. This partnership follows a highly competitive commercial process and we believe we have found the perfect front of shirt partner to support us in reaching our objectives on and off the pitch.

‘We team up at an exciting time in the history of both organisations given both share an ambitious vision to expand their brands globally.

‘Fan engagement is central to what we do at Newcastle United and, in Sela, we are partnering with an organisation with shared interests that has delivered incredible events and experiences to millions of people over many years.

Newcastle have confirmed a deal with Saudi events company Sela over a shirt sponsorship

A deal could be worth around £30m after Eddie Howe led the club into the Champions League

Newcastle expect a potential deal with Sela would comply with Premier League regulations

‘Closer to home, we will work closely on the design and operation of a new fan zone area at St. James’ Park, taking inspiration from Sela’s incredible properties elsewhere.’

Given Manchester City’s shirt sponsorship deal with Etihad Airways is worth £67.5m, Newcastle’s package was never likely to contravene the League’s rules on third-party-related transactions. Saudi Arabia’s Public Investment Fund holds an 80-per-cent stake in Newcastle.

Jeddah-based Sela was founded in 1995 and a source close to the deal told Mail Sport: ‘This is part of a long-term strategy to invest overseas. They have more than £1billion in annual revenue, so this is an investment they can afford to make.

‘The company wishes to expand their operations in the UK and beyond. They see Newcastle United as a good vehicle to help achieve that and they have vast experience in sport and football, having taken the Italian and Spanish Super Cups to Saudi.’

Sela’s website states: ‘Sela is the leading events management company and a pioneer in the sports industry field with proven unprecedented achievements based in the Kingdom of Saudi Arabia.

‘It’s the official event management partner of Riyadh Season, the largest entertainment event in the Middle East and part of the Kingdom’s Vision 2030 that would enhance the quality of life for citizens and residents.’

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