Finance guru: Newcastle United have used ‘incredible’ weapon to seal new seven-figure deal
Newcastle United have an “incredibly powerful” weapon at their disposal in the form of their marketing data.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the Magpies’ new deal with Noon.com.
Newcastle announced last Monday (27 June) that they have signed a sleeve sponsorship agreement e-commerce platform, which is part-owned by club overlords PIF.
Per iNews last Thursday (30 June) the new deal is worth in the low seven figures and represents a signficant increase on the 2021-22 sleeve deal with Kayak.
It is understood that the Tynesiders have pointed to a huge increase in web traffic to justify the upswing to the Premier League’s fair market value panel.
Plumley claims that Newcastle’s data is a valuable commodity and can be used to negotiate further sponsorship deals in the future.
“It’s all about how you use and monetise that data,” the Sheffield Hallam University expert told Football Insider’s Adam Williams.
“That could be through the fans with things like merchandise. Also, it’s about how you leverage that to sponsors. If they can talk about their footprint in the digital world, that helps you negotiate new deals.
“That’s what you’re tapping into. Moving forward, data is the richest form of what clubs are after. That can be incredibly powerful in terms of how you use it.”
Regulations introduced earlier this year mean that new sponsorship deals signed by Premier League clubs must be checked by an independent auditor for fair market value.
Newcastle generated £18million in commercial income in 2020-21, the last financial year on record.
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