Leaked home kits, £40m boost and future 'excitement' as Newcastle prepare for Adidas launch

Newcastle United co-owner Mehrdad Ghodoussi once described the imminent return of Adidas as "two old lovers getting back together." Now there is only a matter of days until that long-overdue, dream reunion becomes an exciting reality on Tyneside.

Newcastle will unveil their new home shirt for the 2024/25 campaign on Friday June 7, while a brand new temporary club store currently fills the void before the 'best in class' stadium-based shop opens later this year. Adidas has a long history with Newcastle after supplying the club’s kit during the glory years under Kevin Keegan and all the way up until 2010 and there is plenty of excitement over what the 2024 contribution will look like.

With the German manufacturer once again setting up shop on Tyneside, what can supporters expect both this week and into the future as the former partners reunite?

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Financial game-changer

Newcastle fans obviously are desperate to know exactly what merchandise will be offered up later this week but let us start with the financial aspect of the deal. Welcoming Adidas back into the fold to replace recent manufacturers Castore will be a game-changing move for the Magpies.

The return of Adidas is expected to bank Newcastle £30m-per-season; a significant uplift from the £5m they have received in recent years from Castore. The lucrative move was high on the new owners' agenda when they took the reins at St James' Park given Newcastle's European-chasing rivals have boasted similarly lucrative deals for years.

Chelsea and Liverpool currently earn £60m each season their manufacturing deal with Nike, while Tottenham receive £30m. Puma's collaboration with Manchester City sees the Etihad outfit bring in £65m-a-year, while Arsenal's Adidas deal is worth £60m-per-campaign. Peter Silverstone, Newcastle's Chief Commercial Officer, played a big role in the Gunners' eye-watering deal with the company during his time in north London.

“Adidas is committing to supporting our growth globally and from a brand perspective, it will be a watershed moment for the club," the Newcastle chief said in 2023.

The Adidas shift follows a familiar pattern seen in recent years with other sponsorship changes helping boost the revenue. For example, Newcastle now earn £25m-per-year via their Sela shirt sponsorship, an increase of almost £19m each season from the days of Fun88.

Even sleeve sponsorship has proved lucrative, with the Magpies receiving £7.5m from their recent deal with Noon.com, as opposed to roughly £2m with previous sponsors KAYAK. In total, Newcastle's shirt sponsorship has risen over 500% since the takeover.

The eagerly-awaited design

For months graphic designers and eager fans have been mocking up what the new Newcastle shirts may look like for next season. As ever, there has been a number of leaked images doing the rounds on social media, with varying degrees of believability.

Adidas have released all of their Euro 2024 offerings earlier this year, as well as their new designs for Arsenal and Bayern Munich in recent weeks. A recurring pattern is the decision to put the brand's iconic three stripes on the shoulder section of all new kits. Belgium, Germany, Italy and Spain are all set to wear shirts with the design on this summer.

In one mocked up image, Harvey Barnes has been photoshopped into the supposed new kit, with three white stripes indeed running down the shoulder section. This looks like the most accurate design shared to date.

In terms of additional extras fans can spend their hard-earned cash on, Silverstone recently hinted the two parties were working on a range of retro kits. The CCO recently admitted the game-changing kits of the 1990s were being used to inspire a new release of throwback items. Arsenal recently made waves by offering similar garments with a nod to the club's history, with the designs proving extremely popular among fans.

"Growing up everybody is probably aware of the game-changing products and kits that Adidas designed for Newcastle United in the 1990s," Silverstone told Chronicle Live earlier this year. "Some of those designs will inform current kits. I guess all I can say is the 'bring back' of kits, which we did at my time at Arsenal for the first time with the bruised banana kit.

"That was incredibly successful from both a fan perspective but also a culture perspective. Some of these iconic kits are culturally relevant to all football fans. They are unique fashion items that happen to have been worn by David Ginola and Alan Shearer, the Entertainers, as well as Ant and Dec!"

'Excitement for the future'

So, what has been said about the deal?

Speaking to Amanada Staveley, Mehrdad Ghodoussi, Darren Eales and Silverstone on episode four of Newcastle United's Amazon documentary, Adidas CEO Bjørn Gulden said: “I think the change in ownership tells us that this is a serious project and you can see it already now.

“I don’t think many people believed they’d be where they are already. It’s going to be a great thing for the fans, the club and us.”

Nick Craggs, Global Football General Manager at Adidas, last year said: “We are excited to announce that adidas and Newcastle United Football Club have once again joined forces in a new partnership that aims to drive excitement both on and off the pitch. This collaboration brings together two iconic names known for their history, innovation, and commitment to excellence within football.

“As Newcastle United Football Club embarks on a new chapter for the men’s and women’s team, adidas is honoured to provide them cutting-edge sportswear technology. Our previous partnership delivered some of the most iconic kits of the 90s and we look forward to creating many more unforgettable moments, inspiring fans and players alike.”

Darren Eales, Newcastle's Chief Executive Officer, said: “Our upcoming partnership with Adidas evokes memories of some of the most famous players, coaches and matches in the club’s history so we are delighted we will be teaming up once again as we look to create our own exciting future together.

“The club, supported by our fans, owners and commercial partners, is on an exciting journey and we look forward to continuing that as we welcome adidas on board next summer.”

Eddie Howe, Newcastle United manager, said: “It brings back memories and positive memories for the supporter base. When you have positive connotations with things from the past, it breeds excitement for the future. You want positivity at all the times and you want fans to feel aligned with decisions made at the football club. This a really positive step.“