St James’ Park will look a little different when Newcastle United fans next attend. The Magpies are away to Fulham in the Premier League on Saturday and travel to AFC Wimbledon in the third round of the Carabao Cup in midweek before Manchester City visit Tyneside. And those attending the City fixture will get a first look at the East Stand, which has undergone a mini makeover since Eddie Howe’s beat Tottenham Hotspur three weeks ago.
The club restored the original “Newcastle United” font earlier this summer, after it had been using the same typeface as Mike Ashley’s Sports Direct since 2011.
Additionally, the chairs’ color has been altered to feature the recognizable Adidas three-stripes emblem. It is a component of the multi-year contract Newcastle struck with Adidas, which is reportedly worth £30 million annually.
“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 Newcastle United CEO Darren Eales in a previous statement.
“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 next summer.”
Chief Commercial Officer Peter Silverstone continued, saying, “We are happy to have reached an agreement to begin a new multi-year collaboration with adidas in the summer of 2024. It goes without saying that the two brands’ histories and legacies are fascinating and captivating.
The home, away, and third shirt designs have been well received by supporters. A new club store with an Adidas theme is currently under construction and is anticipated to open in the coming months. Howe’s men also had the opportunity to benefit from the renewed partnership in June when they spent a week at their Herzogenaurach headquarters for a training camp. “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.”
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