Newcastle United issue three-word tease as £30m deal becomes official

Excitement is building as Newcastle United prepare to release their new Adidas home kit on Friday morning.

It was announced in September that Adidas would be replacing Castore as the club’s official kit partner from the 2024-25 campaign. The multi-year deal is rumoured to be worth £30million per-season.

In recent weeks, the Magpies have been gearing up for Adidas’ return with the opening of the temporary club shop whilst the main store undergoes an extensive refurbishment. A new online store - https://shop.newcastleunited.com/ - has also been launched.

But things are beginning to feel more real. Newcastle closed their temporary club shop on Thursday while the e-commerce website underwent some essential maintenance. Both will be operational from 8am on Friday, coinciding with the launch on the new home kit.

The club’s official X, formerly known as Twitter, said: “Not long now... Our temporary club store will be closed on Thursday, 6 June while the e-commerce website will undergo some essential maintenance too. Both will be operational from 8am on Friday, we'll see you there!”

Sales are expected to soar as staff prepare for queues around the block at St James’ Park. Adidas is held in high esteem among Newcastle supporters having previously designed some of the club’s most iconic kits between 1995 and 2010. £5 from every home shirt sold by the club over the summer will be donated to the Newcastle United Foundation.

“Our upcoming partnership with adidas evokes memories of some of the most famous players, coaches and matches in the club's history so we are delighted we will be teaming up once again as we look to create our own exciting future together,” said CEO Darren Eales.

"The club, supported by our fans, owners and commercial partners, is on an exciting journey and we look forward to continuing that as we welcome adidas on board.”

Meanwhile, CCO Peter Silverstone added: “We are delighted to have agreed a new multi-year partnership with adidas from summer 2024. The history and heritage between the two brands is obviously very compelling and exciting.

"This partnership will help us to deliver on our ambitious brand and commercial strategy. Importantly, it will allow us to rebuild a direct retail relationship with our current, and future, local and global fanbase. We know our fans will support us on this exciting journey."