Newcastle United’s Benton training ground will be known as ‘The KNOX’ until 2029.
Newcastle United have announced a ‘transformative” training ground sponsorship deal with South African sports drinks company KNOX Hydration.
From July 1, 2026, the Magpies’ Benton training ground will be officially renamed The KNOX. The ‘multi-year’ is the first of its kind in the club’s 134-year history.
As per The Athletic, it is a three-year deal that will bank Newcastle £6million-a-year and £18m overall. The partnership also includes the sleeve sponsorship on training wear for the men’s, women’s, and academy teams.
"We are thrilled to welcome KNOX Hydration as a world-class partner,” said Newcastle chief executive officer David Hopkinson. “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.”
John Schaefer, Chief Executive Officer for KNOX Hydration, 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.”
Newcastle United new training ground timescale?
Back in December, Hopkinson outlined the club’s ambition to move to a new training ground in the future. Renovations have been taking place at the current site over the past few years - The Gazette understands around £30million has been invested into the training ground since the takeover.
The KNOX deal expires in 2029, which could indicate the general timescale Newcastle are working towards for moving into a new training ground.
Last year, we exclusively revealed that a £200million budget had been approved for a new state-of-the-art training ground to be built. It has also been suggested that the club has looked at a large site in Woolsington, most recently owned by former Newcastle owner Sir John Hall as a potential training complex location.
But in the short-term, the arrival of KNOX further boosts the club’s commercial revenues, which the accounts ending in June 2025 revealed are up 44% from the previous year.
Another crucial aspect is that KNOX are not a Public Investment Fund of Saudi Arabia-related company.
Newcastle sparked controversy this week when it was revealed they sold the St James’ Park leasehold to subsidiary company, PZ Holdings Ltd for a £133.2million profit.
The sale, which came just before the June 30 financial deadline, helped Newcastle avoid PSR punishment and post a £34.7 post tax profit rather than a near £100million loss. Club chiefs insist the main motivation for the sale was to ‘futureproof’ themselves ahead of a decision regarding the stadium.
Such transactions, plus dealings with ownership-related companies and clubs, do not count towards UEFA financial rules, which is the club's biggest challenge moving forward.
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