(Credit: Imago)

Ciaran Morrison

Tue 26 May 2026 19:30, UK

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Newcastle United’s search for their next front-of-shirt sponsor will prove how committed the PIF are to the club.

That is the view of former Everton chief executive Keith Wyness, speaking to Football Insider, who wants the PIF to open new doors to sponsorship deals for Newcastle this summer.

The PIF’s commitment to Newcastle has been questioned lately, especially after they pulled their funding for LIV Golf as part of a wider scaling back of investments.

Newcastle now need to secure a new front‑of‑shirt sponsor for next season, with their deal with Sela, which has been in place since 2023, set to expire.

A new agreement could significantly boost Newcastle’s revenue if they can land a deal worth more than the £25million per year Sela were paying.

Newcastle could agree deal with computer software or AI company

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 the PIF need to show actions, and not just talk about their commitment or ambitions for Newcastle.

Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness does expect the PIF to get more involved in introducing Newcastle to potential new sponsors.

He told Football Insider‘s Inside Track podcast: “Hopefully, the PIF have introduced Newcastle to one of their big investment companies, either in computer software, or AI, and there will be something coming up.

“It just seems that Newcastle’s begging out for the actions that spoke as loud as the words when the PIF took over. They haven’t seen it all come through quite to the level and degree that everybody had hoped it would do.

“So this is one perfect example, and this will be a very obvious example of where the backing will come from. And certainly, I don’t expect the PIF to put their hand in their pocket and do it.

“But I do expect them to make introductions where they have investments and use that leverage where they can. So let’s see if they have done that or not.”

Newcastle faced with £1bn stadium bill

The PIF could also be instrumental in Newcastle’s stadium plans, and a potential new state-of-the-art ground to be built next to Leazes Park.

A new stadium could increase the club’s capacity to up to 70,000, and images have already been leaked online of what it could look like.

After seeing the images, Wyness told Football Insider that Newcastle’s stadium project could hit up to £1billion.

Investment is expected to be required to ensure the club have enough funding to complete the ambitious plans, if they get given the green light in the future.