'Best in class' St James' Park upgrade underway as Newcastle United agree 'amazing' £30m deal

Newcastle United’s club store is undergoing an extensive refurbishment with the aim of it being ‘best in class’. That’s according to the Magpies’ Chief Executive Officer Darren Eales following Adidas’ return as the club’s official kit partner.

United’s retail operations has moved to a temporary base directly across the road from the main site, situated at the Gallowgate End of St James’ Park. Its doors were official opened by Eales on Wednesday and began selling a new-range of merchandise, including an exclusive range of New Era headwear.

The 2024-25 Adidas home shirt then goes on sale on Friday (June 7). The temporary store will remain open until the refurbishment is complete later this summer. Meanwhile, the newly launched online store https://shop.newcastleunited.com/ is fully up-and-running.

“We’re really excited about opening our temporary store,” said Eales. “We’re opposite the club shop because I think everyone knows we’re now going into a new relationship with Adidas and the club is getting back it’s merchandise. It’s going to be our store and operation and working with Adidas to provide our supporters with great Newcastle United kits.

“We’re doing out the club store at the moment, and that’s going to take some time. We’re going to try and make that best in class when we re-open it so in the meantime we obviously needed to set up a temporary store.

“Whether it’s hoodies, tracksuits, t-shirts etc, we’ve got a New Era deal with caps as well, plus scarfs and all the usual merchandise you’d expect.

“It was important for us to get this open as quick as we could for our supporters because we’ve also got the Women’s England game on Friday and then the Men’s England game on Monday so we think we’re going to be pretty rammed in here on those days as well.”

It was announced in September last year that Newcastle and Adidas had agreed a multi-year deal — believed to be worth £30million per season — beginning from the 2024-25 campaign. Kits sales are expected to hit the roof with the German sportswear brand designing some of the club’s most iconic kits between the 1990s and 2010.

Eales added: “We’re getting ready for June 7 which is when the first Adidas home kit comes out. We’re expecting to be really business on that day so this is a little bit of a soft opening for the staff for the next 10 days or so.

“We’re creating that relationship with them and it’s really important we own that relationship. Now we’ve got that direct contact, it’s Newcastle United doing the connection with the supporter and we’re hoping that is going to help us grow the fanbase because as all our fans know, the connection with Adidas is amazing and some of the kits and merchandise that is going to be available is going to be superb.”

NewcastleWorld are going to Japan!

Konnichiwa! Newcastle United are heading to Japan this summer - and NewcastleWorld will be with the Magpies every step of the way.

Our Newcastle United writer Jordan Cronin will be there all week, providing coverage of the tour, behind the scenes video and analysis from the Far East.

And we’re proud to announce that our Newcastle United coverage of the tour has a sponsor! Every story from Japan will be sponsored by Mobility Care Solutions Ltd, with the shop’s official mascot Murphy

Eddie Howe's men take on Urawa Red Diamonds at the Saitama Stadium on Wednesday, July 31. They then face J.League runners-up Yokohama F. Marinos on Saturday, August 3.

For more information on Mobility Care Solutions Ltd click this link.