Adidas to become new Newcastle kit manufacturer in leak from documentary

Adidas will become Newcastle’s new kit manufacturer from the 2024-25 season, replacing Castore who have supplied the club’s apparel since 2021-22.

The news was revealed after Amazon mistakenly released episodes three and four of the ‘We Are Newcastle United’ documentary, which showed the club’s commercial staff agreeing a deal with the German brand. Those episodes have subsequently been taken back down.

Adidas has a long history with Newcastle, including supplying the club’s kit during the heights of Kevin Keegan’s years in charge during the mid-1990s.

However, the deal is also expected to be a major financial boost. Newcastle are attempting to maximise their commercial revenue in order to spend under financial fair play (FFP) rules, having lagged behind other top six sides during the Mike Ashley era.

The previous deal agreed with Castore is believed to be worth around £7m annually. For comparison, Tottenham Hotspur’s contract with Nike is reportedly worth around £30million a season.

Newcastle’s new deal with Adidas is believed to represent a significant uplift.

Castore’s deal was set to run until 2027, with Newcastle invoking an exit clause to extricate themselves from the contract.

Chief commercial officer Peter Silverstone, appointed last October, has strong ties with Adidas from his time at Arsenal, and was involved in the north London’s club return to the brand from the 2019-20 season.

Earlier on Saturday, Adidas tweeted “Coming Soon”, with the Newcastle colours, and the date on which the final documentary episode was set to be released. Newcastle subsequently replied with the ‘eyes’ emoji.

(Photo: Stu Forster/Allsport)

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