By Kieran Maguire

15th Nov, 2021 | 9:30am

Kieran Maguire: Newcastle set to strike 'lucrative' new deal after Staveley's £38m reveal

Newcastle United can tear down and replace the Sports Direct branding at St. James’ Park and secure a “lucrative” windfall in the process.

That is the view of finance expert Kieran Maguire, speaking exclusively to Football Insider about the new regime’s commercial ambitions.

As per by the Daily Mail on 11 November, Amanda Staveley confirmed that “£38million” had already been invested into the club.

It is claimed that Newcastle hope to offset that expenditure by replacing the Sports Direct signage so associated with previous owner Mike Ashley.

The same report details how Staveley is confident of striking a new deal with a Saudi Arabian sponsor by the end of the month.

Maguire suggests that any new deal would likely exceed the value of the previous arrangement with Ashley and Sports Direct.

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“I think the static advertising isn’t worth a huge amount,” he told Football Insider correspondent Adam Williams.

“But the perimeter advertising, the LED products and so on, can be quite lucrative.

“Anything that reminds Newcastle fans of Mike Ashley would be best to removed as quickly as possible because we have entered a new era.

“The disassociation with Mike Ashley, who was clearly a controversial owner, is part of the new brand of the club.

“In 2019-20, Newcastle United had sales of £141,000 to the Frasers Group and subsidiary companies.

“But it was £1m in the previous year with other companies connected with Ashley. I think Newcastle fans will feel that is undervalued.

“Even in a non-Covid year, I think there is scope to improve that.

“However, it will be monitored very closely by the Premier League. They won’t be able to announce a £15m deal.”

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