Newcastle's owners told to utilise ‘amazing’ St James’ Park contacts after agreeing £18m deal

Newcastle United's Saudi ownership should be doing more to agree new sponsorship deals for the club.

That is according to ex-Everton, Aston Villa, and Aberdeen chief executive Keith Wyness, speaking exclusively to Football Insider, after Newcastle announced a partnership with KNOX Hydrate.

Newcastle's training ground will be renamed The KNOX, and the hydration company will sponsor the sleeves on the training kits of the Men's, Women's and Academy teams.

The deal will last three years, with the Magpies receiving £6million a year, in a move which boosts revenue for the club.

Newcastle announced club-record revenue when they released their 2024-25 accounts, but the sale of St James' Park was vital for them to keep within financial rules.

Expert questions PIF 'commitment' in Newcastle

Everton’s former chief Keith Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs - believes Newcastle's new deal is a "positive sign" for the club.

Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness though is urging Newcastle's ownership to do more on the commercial front.

He told Football Insider‘s Inside Track podcast: "It's got them back in the game in terms of having their training ground sponsored, which is a revenue stream they hadn't had for a while. 

"I don't know how long that has been worked on, but apparently it's £18 million over three years, so that's good. That's a positive sign.

"But £6m isn't going to fix the holes in Newcastle's finances right now. So, again, I'm looking to the PIF, who have got some amazing investments in big companies in the world, and asking why that hasn't been called in to help Newcastle?

"This just makes me wonder as to really how committed PIF to the whole cause of taking this forward.” 

Newcastle to be beaten to transfer target

Sources have told Football Insider that Juventus could beat Newcastle to the signing of Manuel Ugarte in the summer transfer window.

Newcastle are behind Juventus in the race for Ugarte's signature, with Manchester United willing to accept an offer for the midfielder this summer.

Eddie Howe is looking to bolster his midfield ranks, with the futures of Sandro Tonali, Bruno Guimaraes and Joe Willock all uncertain.