David Hopkinson deserves 'kudos' for dodging Newcastle 'disaster' - Expert

Newcastle United deserve praise for avoiding major controversy among their fanbase by changing their badge.

That is according to former Everton chief executive Keith Wyness, speaking exclusively to Football Insider, who was quick to point out that changing a club crest is one of the most difficult issues for a club to tackle.

The Magpies recently confirmed their new logo after two years of consultations with their fanbase, and it was not a striking change from their current crest.

Wyness is adamant that chief executive David Hopkinson deserves plenty of praise for the way he has handled the process, as it could easily have turned into a "disaster."

The Scottish businessman pointed towards the failed badge experiment at Leeds United in recent years, and also noted that he experienced similar issues during his time at Everton.

Newcastle's new badge will be worn by the players for the first time in May, and features a slightly simplified version of their current emblem.

Newcastle badge a 'very important marketing tool'

Everton’s former chief Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – believes that it is vital Newcastle have a badge that can be used for all sorts of product placement opportunities in today's world.

He outlined that the club crest has become a more "important marketing tool" than ever before for Premier League clubs in 2026.

Speaking on the latest edition of Football Insider's Inside Track podcast, Wyness explained why Hopkinson and Co. deserve "kudos" for the way they have handled the change.

"I've got to give David Hopkinson and his team kudos for doing that. Look, we've seen disasters with Leeds and with Everton before in the past with trying to change crests," he said.

"I think a lot of fans don't realise that in today's social media world, it's so important that you have flexibility with your crest in terms of size, colour and reproduction on so many different merchandise formats now, different sponsorships. 

"You've got to have a logo that is adaptable and able to be used on different scales and sizes. So it is a very, very important marketing tool. 

"And while heritage, of course, is important, it's also important that you get something that can be replicated in many different ways. So they've obviously realised that. That's the whole reason for this exercise. 

"They involved the fans very well. And the consultation with the fans is crucial, so basically there was no way for anybody to argue about that."

Why Newcastle will make extra £10m from new badge

Wyness previously told Football Insider earlier this week that Newcastle stand to make an extra £10million in merchandise sales next summer due to their new badge.

The Tynesiders will take on the new design in full starting from next season, with all official club merchandise to make the switch.

Wyness believes that will drive an unprecedented demand in club products at St James' Park, as fans scramble to get hold of shirts and training wear with the new logo.

He has already predicted that it will boost the club's coffers ahead of next season, which will provide a welcome boost to their SCR standing.