Both the Premier League and Uefa will have to approve Newcastle United’s prospective £25m shirt deal with Sela, an events company whose website says it is similarly owned by the club’s primary owners Public Investment Fund [PIF], in a first major test of the competition’s new rules on sponsorship that were introduced after the takeover.
It is understood that senior football executives are even questioning whether the regulations adequately cover the situation, given that the club's sponsors would ultimately have the same owners.
