Abdulhafiz TeslimNewcastle United have secured a new front-of-training-kit sponsorship deal with fintech company SumUp, providing another significant boost to the club’s growing commercial operation.
The multi-year agreement sees SumUp become Newcastle’s official front-of-training-kit partner, adding another major brand to the club’s expanding portfolio of commercial partnerships.
The announcement represents another step forward in Newcastle’s efforts to increase revenue through strategic partnerships while strengthening links with businesses and communities across the North East.
The deal comes shortly after Newcastle renamed their Benton training ground following a separate naming-rights agreement with KNOX Hydration. The facility is now officially known as ‘The KNOX’ as part of a three-year agreement reportedly worth £6 million per season.
KNOX Hydration also serves as Newcastle’s training-kit sleeve sponsor, while the company holds the club’s front-of-shirt sponsorship rights under a deal valued at £60 million and running until the end of the 2028-29 campaign.
Those agreements have already provided Newcastle with significant commercial value, and the new SumUp partnership adds another important source of revenue.
According to reports from The Athletic, the SumUp agreement is worth around £5 million per season. Combined with the reported £6 million annual value of the KNOX naming-rights deal, Newcastle’s training-ground-related sponsorship income rises to approximately £11 million per year.
The figures underline the progress Newcastle have made commercially as the club continues to develop new revenue streams away from matchday income and traditional sponsorship arrangements.
Newcastle’s Chief Revenue Officer, Dave O’Connor, welcomed SumUp’s arrival and described the fintech company as an ideal partner for the club.
“SumUp is the perfect partner for Newcastle United; an innovative, ambitious, global business with a genuine commitment to supporting local businesses that serve our fans and community every day,” O’Connor said.
He added that the club is looking forward to working closely with SumUp and bringing the company closer to Newcastle supporters and the wider local community.
“We’re excited to kick the partnership off and bring SumUp, its team and its local merchant community closer to the club and our supporters.”
O’Connor also highlighted the agreement as an example of Newcastle’s wider commercial strategy, which is increasingly focused on working with ambitious businesses that understand the importance of the club to the city and surrounding region.
“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.”
SumUp’s Chief Commercial Officer and UK CEO, Luke Griffiths, also expressed his enthusiasm about the partnership, describing the relationship between the two organisations as a natural fit.
“When the opportunity to partner with Newcastle United arose, it felt like a natural fit,” Griffiths said.
He pointed to the shared importance of football, businesses and local communities, explaining that SumUp works with companies of different sizes every day to help them operate and grow.
“Football brings people together and is woven into the everyday lives of fans, families and communities – something we understand at SumUp.”
Griffiths added that the partnership will provide SumUp with a platform to strengthen its relationship with businesses and supporters throughout the region.
“This partnership gives us a strong platform to bring our merchant community and local communities closer to the club, while creating new opportunities for businesses and fans across the region.”
SumUp will also become the Presenting Partner of the Newcastle United Business Club, creating another opportunity for the company to engage directly with the club’s commercial network.
“As Newcastle United’s Official Training Kit Partner and Presenting Partner of the Newcastle United Business Club, we look forward to bringing these communities together,” Griffiths added.
The multi-year nature of the agreement provides Newcastle with greater commercial certainty while giving SumUp long-term visibility alongside one of the Premier League’s most recognisable clubs.
The fintech company’s branding will appear prominently on Newcastle’s training kits, which are regularly seen in behind-the-scenes content, training-ground footage, interviews and media coverage.
That exposure could help SumUp strengthen its connection with football supporters while increasing awareness of its services among businesses and consumers across the North East.
For Newcastle, the agreement fits into a wider commercial strategy that has seen the club build partnerships with companies capable of delivering both financial value and community engagement.
The SumUp deal also adds to the growing commercial presence surrounding the club’s current training facilities. With The KNOX naming-rights agreement and the new SumUp partnership, Newcastle have created an increasingly valuable sponsorship platform around their training operation.
The reported £11 million annual income from these training-ground-related agreements highlights just how quickly this area of the club’s commercial strategy is developing.
However, Newcastle are already looking further ahead.
The club are preparing for a major long-term upgrade to their training infrastructure, with plans for a new £190 million training facility at the Woolsington Hall estate near Newcastle Airport.
On Thursday, Newcastle announced that they had agreed to purchase the 260-acre site, which is expected to provide the space required for a state-of-the-art training complex.
Planning permission applications are expected to be submitted in 2027. If the plans are approved and construction begins, the project would represent one of the biggest infrastructure developments in the club’s history.
The new facility could also create additional commercial opportunities, potentially attracting further partnerships and increasing Newcastle’s revenue from their training operation.
Until then, The KNOX at Benton will remain central to the club’s daily football activities.
For Newcastle supporters, the SumUp agreement provides another indication of the club’s growing commercial strength. While attention often focuses on transfers and performances on the pitch, the club’s ability to develop sustainable revenue streams remains an important part of its long-term ambitions.
With SumUp now joining Newcastle as an Official Training Kit Partner and Presenting Partner of the Newcastle United Business Club, the Magpies have added another high-profile commercial relationship to an increasingly valuable portfolio.
The partnership is therefore more than simply a new logo on the training kit. It represents another step in Newcastle’s wider commercial expansion and provides further financial support as the club continues to invest in its infrastructure, operations and long-term future.
Abdulhafiz Teslim
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