Newcastle United continues to expand its commercial operation, with the club looking to strengthen revenue streams and broaden its reach beyond matchday football to eventually compete on equal financial terms with the Big Six.
The club has confirmed a multi-year partnership with Coca-Cola, which becomes Newcastle’s official soft drinks partner and the presenting partner of St James’ STACK. Newcastle described the agreement as a global partnership, although neither its financial value nor the exact length of the contract was disclosed.
The deal will feature live music, interactive fan activities, matchday giveaways and VIP experiences at STACK throughout the season. It will also include digital content combining football, music and the wider culture surrounding Newcastle.
“Coca-Cola has a long and rich history in sport, holding relationships with some of the biggest names in world football,” Newcastle chief revenue officer Dave O’Connor said. “We’re delighted to welcome such an esteemed partner to Newcastle United.”
O’Connor added that the partnership will focus on the identity of the city as well as expanding Newcastle’s international reach.
“Together, we’ll celebrate the things that make Newcastle such a proud and distinctive city: football, character, music, culture and, above all, the sense of celebration that brings people and communities together,” O’Connor said. “From elevating the matchday experience at St James’ STACK to connecting with new audiences around the world, we’re excited about what we can create together.”
Coca-Cola Great Britain and Ireland general manager Dusan Stojankic also highlighted the relationship between the club, city and supporters as a major attraction. The agreement follows Newcastle’s recent extension with BetMGM, while KNOX, Guinness and SumUp have also joined the club’s growing commercial portfolio.
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