Monday has brought the news that Newcastle United have a new main front of shirt sponsor.
This deal belatedly put in place after the new 2026/27 Newcastle United Home Shirt was launched earlier this month.
The Athletic reporting that KNOX Hydration are the replacement for Sela, whose three-year £25m per season deal came to an end with the conclusion of the 2025/26 season.
The South African sports drinks company were recently announced as the first ever Newcastle United training ground sponsor. They also became the training kit sleeve sponsor. That three-year deal is active from 1 July 2026 and is worth £6m per season.
As for this front of short sponsorship deal, The Athletic say that it is worth around £60m over the course of these next three season.
They report that for the 2027/28 and 2028/29 seasons, Newcastle United will receive around £25m per season.
However, for the 2026/27 season it will be only £10m, taking into account the new home kit went on sale last week without any front of shirt sponsorship on it.
The Athletic also go on to say: ‘Newcastle will also work with KNOX to launch a unique club-linked drinks brand, which they hope will bring in additional revenue to aid their standing with regards to the Premier League’s new squad-cost rules (SCR)…Newcastle view the deal as a real success in the current financial climate, with the front-of-shirt market having been depressed by changes to regulations around promoting gambling companies. Several Premier League clubs are still searching for new headline sponsors and Newcastle insiders, having benchmarked the deal, believe the value of the KNOX partnership belies the downturn in the market, especially given it was negotiated so late that the cut-off point for the brand to be on the new home shirt had long passed.’
The report adds that it is expected anybody who buys, or who has already bought, the new home shirt without the front of shirt sponsor on it, will be offered the chance for free to get the KNOX sponsor branding added.