Newcastle United have a new shirt sponsor in the form of Saudi-based events company Sela. The deal was confirmed on Friday as the Magpies unveiled their 2023/24 home shirt, which has already started flying off the shelves following its official release on Saturday morning.
Sela replaces gambling firm Fun88 for next season and beyond but little is known about the company within UK football. However, overseas it is a different matter. Sela have played a huge role in bringing sporting competitions to Saudi Arabia, claiming to be a “driving force behind a wide range of spectacular events, iconic destinations, and attractions in the Middle East."
The Spanish Super Cup has been played in Saudi three times in recent years, with the 2020 edition hosted in Jeddah as Real Madrid beat Atletico Madrid in the final. The 2023 edition of the competition saw over 57,000 fans attend Barcelona's victory over Real Madrid at the King Fahd International Stadium, Riyadh.
READ MORE: Newcastle United confirm 'multi-year' sponsorship deal with Sela as 'ambitious vision' discussed
Italy's version of the competition was first held in Saudi Arabia in 2018 before the pandemic brought a short break to the destination change. The 2023 final saw Inter crowned champions in Riyadh.
Italian outlet Milano Finanza last year claimed Sela Sports had launched a $137m (£109m) bid that would see Saudi Arabia host the Italian competition for the next seven years, while expanding it to a four-team tournament. Since then, Serie A have confirmed the 2024, 2025, 2028 and 2029 Italian Super Cups will all be played in Saudi.
Now, Sela have their eyes on English football. The company now have a global audience as Newcastle return to the bright lights of the Champions League and attempt to impress in the Premier League once again. In return, the Magpies have opened a £25m-a-year commercial revenue stream to significantly help the club stick to Financial Fair Play regulations.
Ibrahim Mohtaseb, Senior Vice President at Sela, commented on Friday's announcement, saying: "This partnership is about Sela being part of the next chapter for the club. It’s about us supporting the men’s, women’s and Academy teams. And it’s about bringing to life world-class experiences, which is at the heart of what we do as a company.
"For Sela, it all started with football more than 25 years ago. Today, we have grown into a multi-faceted company creating experiences and amazing destinations that millions of people enjoy each year, across a range of sport, entertainment, hospitality and retail settings.
Now we are embarking on the next stage of our international growth. Where we can put our resources and innovation to good use for the benefit of fans, the club and the wider communities it serves, we will do so.”
