Newcastle United: Knox (isotonic drinks) to replace Sela as main shirt sponsor for 3 seasons (2026-2029)

Knox Hydrate, an isotonic drinks brand, has expanded its partnership with Newcastle United FC (Premier League) to become the club’s main shirt sponsor for the 2026-2029 cycle (three seasons), the club announced on 23 June 2026. The deal also includes the women’s section (Barclays Women’s Super League 2) and the youth teams.

This contract is worth £60m (€69.7m) over the period, broken down as follows: £10m (€11.6m) for the 2026-27 season, with the kit having already been marketed without a sponsor prior to the official announcement of the partnership with Knox, and £25m (€29m) for the 2027-28 and 2028-29 seasons.

Knox Hydrate had already acquired the naming rights to Darsley Park, the club’s training centre, which will be known as The Knox from 1 July 2026, under an agreement that also provides for the Knox logo to appear on the sleeves of all the club’s teams’ training kits (men’s, women’s and youth). These two assets are valued at £6m (€6.9m) per season, bringing the total value of the contract to £78m (€90m) over three years.

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