Finance guru: Newcastle United to convert new generation of fans amid news from Saudi
Newcastle United will target the younger generation as they look to make a cultural impression in Saudi Arabia.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about PIF’s ambitions to make Newcastle the preeminent team in their homeland.
The Public Investment Fund, who have been accused of using Newcastle as a vehicle to lend legitimacy to the theocratic Saudi state, completed the £305million acquisition of the Magpies in October last year.
PIF governer Yasir Al-Rumayyan as well as a number of other Saudi big wigs have since been installed in positions of power at St James’ Park.
The Tynesiders now appear to be making a concerted effort to win hearts and minds in the region – they signed a sleeve sponsorship deal with Saudi-based Noon.com in the summer and visited Riyadh in the 2021-22 winter break.
But The Athletic reported last Thursday (6 October) that Newcastle still trail Europe’s biggest clubs, as well as local teams like Al-Hilal, when it comes to popularity and coverage in Saudi.
Plumley explained what it will take to break the existing elite’s stranglehold in the Middle East.
“It’s a long-term play, as we’ve said from the start,” the Sheffield Hallam University expert told Football Insider’s Adam Williams.
“Success on the pitch will define it as much as anything. Winning trophies has a wider appeal and will help push Newcastle out into the wider world.
“In terms of how else they will leverage it, there will be new commercial partnerships. They did the warm-weather training camp there and we might see pre-season tours there.
“I’m sure there will be other events that are linked to the ownership structure as well.
“So, it will take time. A lot of people aren’t going to switch teams, so you are looking at targeting who haven’t affiliated themselves to a club yet.
“European football would be a big plus because it comes with wider exposure.”
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