On drone display was the front of a shirt that highlighted the sponsor ‘Sela’ clearly lit up in lights. Ibrahim Mohtaseb, the senior vice president of Sela, stated that they wanted the show to be “a little surprise for fans to celebrate the return of the biggest nights in European football to St. James’ Park”. The display included “We’re Back” lighting up over Newcastle.
a little surprise to celebrate the return of the biggest nights in European football to St. James’ Park
It’s been all change at the club, and during the summer FUN88 was replaced by a new Saudi sponsorship – Sela - worth 25 million a year. It also was announced earlier in the year that Premier League clubs would remove betting sponsors from shirts, starting in 2025.
The Saudi Arabia Public Investment Fund is the main owner of Sela – the same fund that now has a high stake in Newcastle United. The company is involved in multiple major events and attractions in the Middle East. Following Newcastle’s return to European football, it is hoped that the partnership with Sela can reach a further global audience as the team advances further as a club.
This new sponsorship was investigated regarding the Premier League's fair market value rules, clubs are not able to receive from the deal until this has passed. Given the position of the club, progressing into the Champions League, it was unlikely for this not to go through.
CEO of Newcastle United, Darren Eales, stated: “Fan engagement is central to what we do at Newcastle United and, in Sela, we are partnering with an organisation with shared interests.”
This also comes at a time when the club has announced recent plans for a new fan zone at Strawberry Place, hoping to open a space in which fans can enjoy entertainment alongside food and drinks. This would be in collaboration with STACK and Sela, who are providing guidance based on their international experience.
The successful show may have brought luck under the lights, where Newcastle struck 4 past PSG securing 3 points in the 4-1 win.
