Newcastle push training assets to £11m a year with SumUp deal

Newcastle United have named fintech company SumUp as their Official Training Kit Partner in a multi-year agreement understood to be worth £5m per season, continuing the club’s push to create new commercial inventory around their training operations.SumUp will appear on the front of Adidas training and pre-match wear across Newcastle’s men’s, women’s and academy teams. Combined with KNOX Hydration’s training ground and training sleeve agreement, Newcastle are now generating around £11m annually from training-related assets they had not previously monetised.Dave O’Connor, Newcastle’s chief revenue officer, said: “This partnership is a reflection of our commercial ambition: working with innovative global businesses that fully understand the unique role Newcastle United plays in the life of our city and its community.”The agreement extends beyond kit visibility. SumUp will become Presenting Partner of the Newcastle United Business Club and work with the club on commercial initiatives connecting its payments business with companies across the North East.The partners will also introduce a co-branded SumUp card offering supporters rewards and special offers when spending at official club outlets and participating businesses around the UK.SumUp already provides payment services to thousands of businesses in the North East, giving the partnership a local merchant network alongside the international exposure available through Newcastle’s Premier League platform.Luke Griffiths, SumUp’s chief commercial officer and UK chief executive, said: “This partnership gives us a strong platform to bring our merchant and local communities closer to the club, while creating new opportunities for businesses and fans across the region.”The deal follows Newcastle’s agreement with KNOX Hydration, which became the naming-rights partner of the club’s existing training base, now known as The KNOX, and took the sleeve position on training wear.That agreement is understood to generate around £6m annually from training ground rights, alongside KNOX’s separate three-year front-of-shirt partnership with Newcastle.The expansion of Newcastle’s sponsorship inventory forms part of a broader attempt to close the revenue gap with the Premier League’s largest clubs. Commercial revenue increased 44% to £120.1m in the club’s latest reported financial year.The SumUp announcement also follows Newcastle’s agreement to acquire the 260-acre Woolsington Hall estate for a planned £190m performance complex, with the club targeting a move ahead of the 2029-30 season.Newcastle’s immediate commercial strategy is therefore increasingly combining new sponsorship categories with major infrastructure investment, as the club seek to expand recurring revenues while building the facilities required for longer-term growth.