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Revealed: Newcastle United trump Everton and West Ham as £50m-plus deal agreed
The new front-of-shirt deal reportedly agreed by Newcastle United is by far the most valuable outside of the so-called ‘Big Six’, Football Insider analysis shows.
The Magpies are believed to have struck a £25 million-per-season, multi-year deal with an unnamed company from the Middle East, meaning they are in line to bank at least £50m from the arrangement.
Data aggregated by this site shows that is over twice the value of those of Everton, Leicester City and West Ham, their closest challengers in a commercial sense outside the Big Six.
While those clubs earn £10-12m per season, the rest of the Premier League are in the £4.5-8m bracket.
Newcastle‘s deal is still around £15m short of those agreed by Arsenal, Tottenham and Chelsea, however, and even further behind Liverpool and the two Manchester clubs.
Man City’s arrangement with Etihad at £67.5m per season is the top flight’s most valuable, although that also includes stadium and training ground naming rights.
Chelsea meanwhile are on the hunt for a new front-of-shirt partner as their agreement with telecommunications firm Three ends after 2022-23.
The same goes for Man United, who announced last year that they had begun the search for a new shirt sponsor after agreeing the early termination of their £57m-a-year deal with TeamViewer.
Newcastle’s new deal will have been scrutinised by the Premier League’s Fair Market Value committee, which was introduced after the PIF-led takeover in October 2021 to prevent clubs from artificially inflating their sponsor income.
The £25m alliance will almost double their entire commercial income for 2021-22, the last financial year for which data on sponsorship and merchandise sales is available.
Ben Peppi, commercial expert and head of sports services at JMW Solicitors, told Football Insider in October last year that the Magpies could earn £30m per year from a shirt deal that included stadium and training ground naming rights.
But that was before Eddie Howe’s side went on a remarkable run that now sees them on the brink of qualifying for the Champions League for the first time in 20 years.
A deal that also included the branding privileges for St James’ Park and a revamped Darsley Park would likely be worth well in excess of that figure now.
Next season’s accounts will also display the benefits of the Amazon documentary which, fittingly, will focus on their commercial department’s bid to supercharge their income.
Commercial revenue is seen as a key growth area for the club, who under the terms of financial fair play must increase their turnover before they can truly compete with the Big Six in the transfer market.
In other news, Lionel Messi opens door for Newcastle United to sign Barcelona star in £60m deal.