Kieran Maguire

Sun 25 June 2023 15:02, UK

Newcastle United can upgrade their £25million sponsorship deal with Sela thanks to Chelsea setting a £40million precedent.

That is the opinion of finance expert Kieran Maguire, who spoke exclusively to Football Insider about what Chelsea’s £40million deal with Stake could mean for the rest of the Premier League.

Newcastle’s new 2023/24 kit features a new front-of-shirt sponsor after the Tyneside club struck a multi-year £25million per season deal with Saudi Arabian company Sela.

The sponsorship agreement was subject to a fair market value assessment, introduced by the Premier League to investigate the value of a deal if it is a suspected associated party transaction.

The Premier League eventually green-lighted Newcastle’s deal, and Chelsea are now in talks with gambling company Stake over a £40million per season deal despite not qualifying for Europe.

Maguire believes Amanda Staveley will be ‘absolutely delighted’ with Chelsea’s deal as Newcastle can now look to increase their agreement to a similar value.

“Benchmarking against other clubs, the people at Newcastle will be absolutely delighted with Chelsea’s deal because it shows the value you can get from signing up with high-profile sponsors, even if you’re not qualified for Europe,” Maguire told Football Insider’s Sean Fisher.

“I’m sure everybody is monitoring this very closely and what we’re effectively doing is we’re slowly ratcheting up the market rates for particular tiers of clubs.

“For example, Nottingham Forest couldn’t get £10million as they saw last season.

“But, I think Amanda Staveley and her team will be absolutely delighted and I suspect they might even be thinking that they went in too low.

“They’re only getting £25million for their front-of-shirt deal with Sela.

“But, it does give them an opportunity to renegotiate in due course and to push that value further upwards.”

In other news, Newcastle jet out for Tonali talks amid Chelsea interest, £70m could seal deal