28 Jun 2022

By: Sport Industry Group

Premier League football club Newcastle United has confirmed that, a Middle Eastern online shopping platform, has become the club's official sleeve partner for the 2022/23 football season.

The news of the Magpies’ most recent sponsorship deal comes nine months after a takeover of the North-East club, funded by the Saudi Arabia Public Investment Fund. Amanda Staveley’s consortium completed its takeover in October and has since injected almost £168 million in equity.

According to a statement, the partnership will provide the club with an opportunity to engage with fans in the Middle East, with supporters in the region able to pre-order all 2022/23 Newcastle United kits on with the option of personalisation.

Under terms of the new agreement, branding will be displayed on all team kits for the upcoming season, as well as having a presence on matchdays at Newcastle’s 52,000-capacity stadium, St. James' Park, and across the club's digital assets.

Operating online and via an app, is a major digital e-commerce platform for fashion, electronics, beauty, groceries, home, and baby products in the region.

Ali Kafil-Hussain, Chief of Staff at, said, "We are extremely proud to become a key strategic partner of Newcastle United, one of the most famous clubs in world football.

"We look forward to working with Newcastle United as a club with a strong sense of community and a vibrant history.

" prioritises creating a sense of belonging among our communities: customers, sellers, business partners, and employees. We're excited to work with the club to promote community spirit in the Middle East and beyond, and we look forward to future successes both on and off the field."

Dale Aitchison, Head of Commercial Partnerships at Newcastle United, added, " is a hugely successful and influential brand in the Middle East and we are very pleased to team up to offer supporters in the region with new ways to engage with the club.

"One way we can achieve that is by creating a fast, efficient and effective way for fans in the region to order official Newcastle United merchandise, and we are delighted fans can utilise to proudly wear their kits for the new season."

After a slow start to the campaign Newcastle United finished eleventh in the 2021/22 Premier League season. This year, the club start the season with the new owners and manager, Eddie Howe, in place from the start and will be looking to push on further with the additional investment.


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