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Sela and Newcastle United enjoyed the world’s most award-winning football sponsorship in 2024.
A deal understood to be worth around £25million per year was agreed between both parties in 2023. This was a sizable improvement on the £6million agreement Toon chiefs inherited following the October 2021 takeover.
Sela - a Saudi Arabian events company - are owned by the Public Investment Fund. Boxing fans may have noticed Newcastle’s front-of-short sponsor being given a shoutout at recent sporting events - including Tyson Fury’s rematch with Oleksandr Usyk - that took place in the Kingdom.
The partnership came under added scrutiny due to the Premier League’s Associated Party Transactions (APT) regulations - introduced following Newcastle’s takeover. This ensures all commercial deals between related parties are of “fair market value” and, given PIF’s involvement, the regulation applies.
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Sela’s front-of-shirt agreement is the seventh most expensive in the Premier League. Unsurprisingly, the traditional “big six” pave the way, with Manchester City’s Etihad relationship the most lucrative at £67.5million per season.
However, none were as rewarding as Newcastle’s as far as scooping honours are concerned. A total of 72 awards won included the Best Fan Solution gong for Sela’s “Unsilence the Crowd” campaign.
This scheme, in particular, attracted headlines as deaf Newcastle fans enjoyed haptic shirts - allowing them to experience the St James’ Park atmosphere like never before. Unique events like stadium light shows and Quayside displays have also contributed towards the Sela x Newcastle partnership receiving recognition.
The club’s Chief Commercial Officer, Peter Silverstone, outlined how impressive the relationship has been so far. He said: “We are incredibly proud of our partnership with Sela. Our work together has enabled us to engage, inspire and connect with different communities locally and globally, transcending football along the way.
"These awards underline the creativity, innovation and effectiveness of our partnership, not just in comparison to football and other sports, but up against the most admired and high-profile commercial partnerships anywhere in the world.
"Sela has proved to be much more than a brand on the front of our shirt. Creating the unforgettable and the spectacular, Sela has led the way in showing brands how to build connections that are deep and meaningful, both with fans and wider audiences.
"On behalf of Newcastle United and our supporters, I'd like to say a huge thank you to Sela and their incredible team, for delivering such creativity, dedication and passion for the club and our city."
Sela ‘honoured’ by Newcastle United partnership that has only just begun
Ibrahim Mohtaseb, Managing Director of Sela International, also paid tribute to the fledgling relationship. A promotional video sent to NewcastleWorld also promises that “this is just the beginning” of their fruitful alliance.
"It's truly an honour to receive such global recognition for the first year of our partnership with Newcastle United,” he added. “Sela is all about redefining fan experiences and we put this at the heart of the events we're proud to deliver around the world.
“Whether in sport, entertainment or other forms of culture. For that to be possible, we listen to the communities in which we operate and that’s been a big part of our partnership with Newcastle United as a club and the brilliant people in the city and fans globally.
"Now we're enjoying our second season as front of shirt partner and the opportunity to showcase internationally what we're all about as a creator of live experiences."
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