Newcastle United secure 'hugely exciting' multi-year agreement after £30m deal

Newcastle United have confirmed JD as their new Official Sports Retail Partner on a multi-year deal.

The sports fashion and outdoor retailer will stock Newcastle’s official Adidas kits — the home shirt is due go on sale this Friday (June 7) — training wear and other ranges from the upcoming 2024-25 season and beyond, both in selected UK and European stores, and online. .

United have recently launched its own in-house retail business as part of Adidas’ return as official kit partner. The deal is understood be worth £30million per-season, a huge uplift on their previous £5m deal with Castore.

Newcastle’s Chief Commercial Officer Peter Silverstone said: "We know that being able to wear kit, and other club-branded products, is so important to our supporters. It adds to that strong sense of connection that we want every fan to feel with the club.

"We are delighted to team up with JD to give supporters incredible access to Newcastle United's much awaited adidas replica kits and ranges.

"This is a hugely exciting time for the club as we reunite with adidas. We are assembling a world-class retail line-up by partnering with JD to complement our own in-house retail business and the offering in adidas' own stores.

"Our fans in the UK and across Europe will undoubtedly benefit from JD's extensive, and premium, high-street and online presence, where they will be able to buy the club's exciting adidas ranges alongside JD's broader premium sports apparel and footwear offering."

As part of the new partnership, JD will have a digital presence at St. James' Park and the retailer will collaborate with the club to provide exclusive offers and opportunities.

JD Global Managing Director Michael Armstrong, added: "JD's latest football partnership with Newcastle United is a fantastic addition to our growing global football partnership portfolio.

"As the club continues to grow on and off the pitch, we are delighted to be a part of the journey and provide our customers with unrivalled choice and access to kit. This partnership will offer a boost to our stores, and online platforms, both locally and across Europe.

The exclusive agreement also comes as a blow to former Newcastle owner Mike Ashley’s Frasers Group, who won’t be able to sell 24-25 replica shirts after losing a Court of Appeal case last month.