Kieran Maguire: Newcastle United well placed for ‘significant’ fee as £2m-plus deal struck
Newcastle United will now be able to demand more “significant” sponsor fees as they have attracted a spike in interest from the Middle East.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the Magpies’ new deal with Noon.com.
The e-commerce platform, which is operational in the Middle East and is part-owned by the Public Investment Fund, was announced as the club’s new sleeve sponsor last Monday (27 June).
Per iNews last Thursday (30 June) the new deal is worth in the low millions bracket and represents a signficant increase on the 2021-22 sleeve deal with Kayak.
Chiefs at St James’ Park are understood to have pointed to a huge upswing in traffic to Newcastle’s website to justify the increase on the Kayak deal.
All commercial deals signed by Premier League clubs are audited by the fair value committee.
Maguire claims that the Tynesiders have far more leverage given the attention that last October’s PIF takeover has generated, particularly in the Middle East.
“There’s gold in those hills when it comes to data,” he told Football Insider’s Adam Williams.
“Sponsors are looking for eyeballs. If you can evidence that you’ve got significant access to a particular market, that certainly helps you demand a significant fee.
“There will be additional attention paid to all and everything Newcastle United in the region that Noon are operating in because of the PIF takeover.
“Therefore, there are benefits if you’re based in that region to have Newcastle as a sponsor. Newcastle will therefore feel they can justify that fee.”
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