Exclusive: Newcastle well placed to agree sponsor deals after new hire
Newcastle United are well placed to agree commercial deals in the North American market following David Hopkinson’s appointment, sources have told Football Insider.
Newcastle have appointed Hopkinson as their new chief executive, with the 54-year-old starting work on Tyneside earlier this month.
Hopkinson has joined Newcastle from Madison Square Garden Sports, where he was president and chief operating officer, spearheading the business operations of the New York Knicks and New York Rangers.
The Canadian also previously operated as chief commercial officer during his 24 years with Maple Leaf Sports and Entertainment, focusing on Toronto Maple Leafs and Toronto Raptors’ commercial activities.
Sources say Eddie Howe’s side will now be looking to utilise Hopkinson’s contacts in the North American market to agree new commercial deals.
Finance expert impressed after Newcastle arrival
Hopkinson’s appointment comes after it was confirmed last year Darren Eales would step down as Newcastle’s CEO, having been diagnosed with a chronic form of blood cancer.
Eales was appointed in 2022 following the Saudi-backed takeover at St James’ Park and took a more central role after the departure of Amanda Staveley in the summer of 2024.
Following Hopkinson’s appointment on Tyneside, the new chief said: “This club represents something truly special. It has extraordinary history and heritage, incredibly passionate supporters, and ownership, players and staff who are committed to excellence.
“Having worked with iconic teams across different countries, I understand what it takes to build sustainable success at the highest levels of global sport.”
Finance expert Stefan Borson told Football Insider he’s impressed by Newcastle’s appointment of Hopkinson, while he expects the new chief’s focus to be around improving the club’s revenues.
Alongside his various roles across different sports, Hopkinson also previously spent two years as global head of partnerships at Real Madrid between 2018 and 2020.
How much revenue do Newcastle generate?
Newcastle are looking to improve their commercial activities as they aim to challenge some of their Premier League rivals financially.
The north-east giants have largely seen their progress blocked by the associated party transaction (APT) rules since Saudi Arabia’s Public Investment Fund (PIF) took over the club in October 2021.
Newcastle previously struck sponsorship deals with Sela and Noon worth a combined £32.5million, but it is believed they could have potentially banked a higher fee with a relaxation of the APT rules.
Manchester City have now reached a settlement with the Premier League after challenging the APT rules over the past year, with Pep Guardiola’s side expected to complete a lucrative deal with Etihad Airways as a result.
Former Everton CEO Keith Wyness told Football Insider Newcastle could now agree sponsorship deals linked to their owners following Man City’s settlement.
Howe’s side posted a club-record revenue in their latest published accounts for 2023-24 after their overall turnover surged from £250m to £320m, while their commercial income improved from £47m to £86m across the same period.
That still puts them well behind Man City, whose turnover increased by £2.2m to £715m in 2023-24, with £345m of commercial revenue boosting that figure.
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