Newcastle United's owners took the first step towards their long-term goal earlier this week. Not the impending arrival of Sven Botman, but a new shirt sleeve sponsor noon.com.
The online retail giant, which is based in Riyadh, is a behemoth in the Middle East which rivals Amazon. However, there's much more to the deal that meets the eye. It's no secret the Magpies new owners are looking for investment in order to comply with Financial Fair Play regulations.
As pointed out by Football Finance expert Kieran Maguire, noon is partly owned by PIF, a clear sign of what supporters can expect on the horizon. Last year, the Premier League put a block on unproportionate sponsorship deals in an attempt to curb the likes of Newcastle and Manchester City's spending power, with both clubs opposing the new regulations but their efforts fell on deaf ears.
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The arrival of noon.com is the first partnership with a PIF company, most likely a deal that be worth more to the club than last year's sleeve sponsor Kayak, although that's not yet confirmed. Ali Kafil-Hussain, chief of staff at noon.com, said: "We are extremely proud to become a key strategic partner of Newcastle United, one of the most famous clubs in world football. We look forward to working with Newcastle United as a club with a strong sense of community and a vibrant history.
"noon.com prioritises creating a sense of belonging among our communities: customers, sellers, business partners, and employees. We're excited to work with the club to promote community spirit in the Middle East and beyond, and we look forward to future successes both on and off the field."
The Magpies owners have not hidden their desire to compete at the top level for trophies, but the financial gulf between the top of the division and the rest is quite the distance. The new sponsorship is the first real look supporters have at their new future.
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