June 29 – Newcastle United have confirmed Saudi Arabian-based online retailer noon.com as the club’s sleeve partner in a one-season 2022/23 deal.
Noon take over the sleeve position from online travel site Kayak.
The deal will be looked at closely by the Premier League and its clubs who fear sponsorship deals inflated above normal market value and linked to Newcastle’s Saudi Arabian ownership will distort the player transfer market and be used to overcome financial fair play rules.
The Riyadh based retailer is a joint venture between Saudi Arabian sovereign wealth fund PIF – the Saudi sovereign wealth fund – and Emirati billionaire businessman Mohamed Alabbar, the founder of Emaar Properties.
Noon launched in 2016 with $1 billion of funding and has rapidly grown its e-commerce platform in the areas of fashion, electronics, beauty, groceries, home and baby products. The company has access to a further $2 billion of finance.
Newcastle United said that Noon will provide the club with new ways to engage with fans in the Middle East, including the sale of Newcastle United merchandise in the region.
Dale Aitchison, head of commercial partnerships at Newcastle United, said: “noon.com is a hugely successful and influential brand in the Middle East and we are very pleased to team up to offer supporters in the region with new ways to engage with the club.
“One way we can achieve that is by creating a fast, efficient and effective way for fans in the region to order official Newcastle United merchandise, and we are delighted fans can utilise noon.com to proudly wear their kits for the new season.”
No value was given for the sponsorship that will see Noon get brand presence at St James Park as well as on the shirt sleeve.
Ali Kafil-Hussain, chief of staff at noon.com, said: “We look forward to working with Newcastle United as a club with a strong sense of community and a vibrant history.
“noon.com prioritises creating a sense of belonging among our communities: customers, sellers, business partners, and employees. We’re excited to work with the club to promote community spirit in the Middle East and beyond, and we look forward to future successes both on and off the field.”
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