Newcastle United has announced a significant new partnership, signing a multi-year deal with Red Bull, who will become the club’s Official Energy Drink Partner.
This collaboration marks another step in Newcastle’s commercial expansion, as the club continues to attract high-profile brands.
In a statement, the Magpies revealed, “Red Bull will benefit from global exposure at the Magpies’ matches. In addition to in-stadia branding, Red Bull will supply product to playing staff, the stadium concourses and the club’s hugely popular fanzone; St. James’ STACK, presented by Sela.”
The new partnership was visibly evident during Newcastle’s recent 2-1 victory over Tottenham Hotspur, with Red Bull’s advertising prominently displayed on the pitchside boards at St James’ Park. The Austrian energy drink giant replaces Monster Energy as the club’s official partner in this category.
Peter Silverstone, Newcastle United’s Chief Commercial Officer, expressed his enthusiasm for the deal, stating,
“Attracting leading brands to Newcastle United continues to be at the forefront of our exciting commercial growth and Red Bull is a fantastic addition to our partnership family.”
Silverstone highlighted the synergies between the two brands, noting, “This partnership with Red Bull recognises the exciting journey that Newcastle United is on, with our ever-growing digital presence and increased international television audience of 62% in the last 12 months.”
He added, “Red Bull has an unrivalled passion for engaging with sports fans around the world, through culturally relevant partnerships and unique events. The club’s global appeal and strong supporter base will continue to establish Red Bull as a market leader in the UK, USA, Middle East and throughout Europe.”
This summer, Red Bull made headlines by purchasing a minority stake in Leeds United, marking its first venture into English football. The deal includes Red Bull becoming Leeds’ new shirt sponsor and energy drink partner.
Red Bull has not been without controversy, particularly following its takeover of Austria’s Red Bull Salzburg in 2005, where the club’s name, crest, and stadium were all rebranded.