Newcastle United has selected travel search engine KAYAK as the Premier League club’s new sleeve shirt sponsor for the 2021/22 season.
Under the terms of the deal, the club’s first-team players will display Booking Holdings-owned KAYAK branding on the shirts of all home, away and third kits for the upcoming campaign.
Founded in 2004, the strategic partnership marks the first ever football sponsorship for KAYAK, providing the firm with a platform to enhance its brand awareness engagement among sporting audiences.
Per Christiansen, VP EMEA Marketing, said: “As we continue to grow our brand partnerships in the UK and internationally, we are thrilled to kick off our first football partnership with Newcastle United.
“It’s an honour to be associated with the team and we look forward to expanding our presence amongst the players and their global fanbase as they enjoy the freedom of travel and live sport once again.”
KAYAK replaces ICM.com as Newcastle’s new sleeve sponsor, prematurely ending the global investment house’s two-year agreement with the top-flight club.
The company’s logo will appear on the Magpies’ new Castore kits, with the supplier replacing Puma last month.
“We are very excited to become KAYAK’s first football partnership and to begin our journey together,” stated Dale Aitchison, Newcastle United’s Head of Commercial.
“KAYAK is a well-known and successful brand in the travel industry and our partnership will present a number of mutual benefits as we gear up for the season ahead. We would like to welcome KAYAK and its global team on board.”