Newcastle United have today announced a multi-year partnership with hydration brand KNOX, which will see the training ground renamed and a new sleeve sponsor on the club’s training wear.
Knox is widely regarded as one of the fastest-growing hydration brands in the world today. The partnership will be effective from July 1st of this year and will be worth single-figure millions per year.
The deal comes just days after Newcastle announced its club accounts for the 24/25 season, which showed a 44% increase in commercial revenue.
Newcastle’s new addition
The new deal is far from just a sponsorship. In fact, the plan is to roll out KNOX Hydration through every facet of the club.
The brand has a wide range of products that are designed to support performance and recovery. It will be utilised as the main supplement for the players on a day-to-day basis in and around the training ground.
Speaking about the new multi-million-pound partnership. Newcastle United‘s chief executive officer, David Hopkinson, said, “We are thrilled to welcome KNOX Hydration as a world-class partner. They share our relentless ambition to disrupt the status quo and reach the pinnacle of our respective industries.
“This isn’t just a branding exercise; it’s a performance-led partnership that will also support our community.
“As we integrate KNOX Hydration products into our daily environment at ‘The KNOX’, we are giving our players the best possible tools to succeed while driving the commercial growth necessary to compete at the very top. This is an exciting partnership for everybody at Newcastle United and KNOX, and we cannot wait to get started.”
The Chief Executive Officer for KNOX Hydration, John Schaefer, added, “We are thrilled to partner with Newcastle United. A truly storied football club with a rich history and a bold future.”
“With new leadership and heightened ambitions, Newcastle’s trajectory aligns perfectly with KNOX’s own rapid ascent. Just as importantly, the club’s incredibly dedicated fan base and the strong sense of community that surrounds Newcastle United make this partnership especially meaningful. We’re excited to grow together and be part of that journey both on and off the pitch.”
New training ground improvements imminent
The announcement comes in tandem with the planned improvements to the training ground at Darsley Park that have been in the works for what seems like forever, with no forward movement.
Newcastle’s owners are planning an upgrade that could cost somewhere within the single-figure million threshold once completed. This has arisen as they aim to improve the infrastructure around the on-field performances.
The current training ground is far away from what is expected from a Premier League club, given Newcastle’s trajectory. Initially, there were plans to move away from the Darsley Park site altogether. But that has seemingly hit a roadblock, with the owners opting for smaller investments in the current setup instead.
The plan is to increase the building footprint by about 50%. This will involve building facilities that better reflect and align with the ambitions of becoming a top club by 2030.
