From the 2024-25 season onwards, Adidas will become the official kit partner of Newcastle United for the first time since 2010.
The news was revealed in the Amazon Prime documentary ‘We Are Newcastle United’ and will see the return of the Germany-based sports apparel brand on Newcastle kits.
The news of Adidas’ return to St. James’ Park will see Newcastle’s current deal with Castore Sportswear end once the 2024-25 season commences.
Peter Silverstone, Newcastle United’s Chief Commercial Officer, said: “We are delighted to have agreed to 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.”
Adidas was the kit sponsor of The Magpies between 1995-2010 where it was on full display during some of the Premier League club’s most exciting times during manager Kevin Keegan in the 1990s.
Newcastle-Adidas kits were also worn the last time the club competed in the UEFA Champions League, which conversely, sees the side return to the competition this season for the first time in over 20 years.
Newcastle have been drawn in the fabled ‘Group of Death’ alongside Paris Saint-Germain, Borussia Dortmund and AC Milan for the side’s return to the competition, which begins with a trip to the San Siro against Milan.
The Adidas deal falls in line with the Premier League side’s revamp of its online and in-store retail operations, both locally and globally across the course of the 2023-24 season.
Nick Craggs, Global Football General Manager, Adidas, added: “We are excited to announce that Adidas and Newcastle United have once again joined forces in a new partnership that aims to drive excitement both on and off the pitch.
“This collaboration brings together two iconic names known for their history, innovation, and commitment to excellence within football.
“As Newcastle United embarks on a new chapter for the men’s and women’s team, Adidas is honoured to provide them with cutting-edge sportswear technology. Our previous partnership delivered some of the most iconic kits of the 90s and we look forward to creating many more unforgettable moments, inspiring fans and players alike.”