Newcastle United tripled merchandise revenue last year as Adidas deal proves to be a lucrative one
When Newcastle United announced they had rekindled their partnership with Adidas, replacing Castore as the club's kit manufacturer, fans were overjoyed.
Adidas were Newcastle's kit partner during the glory years of Kevin Keegan's Entertainers, one of the brightest spells during Newcastle's long trophy drought.
The 1995 home and away kits have long been thought of as being the most iconic kits of all time, and fans were hoping for that kind of return to form when Adidas came back to Tyneside.
Fans weren't disappointed either with the German sportswear giant's first kits flying off the shelves.
Bringing the retail business back into the club has helped massively
Not only was it a masterstroke bringing back Adidas, but the club also brought its merchandising and retail services back in-house after Mike Ashley farmed them off to Castore.
That move has seen Newcastle record record merchandising sales in 2024/25, practically tripling the figure from the year before, as confirmed by Dom Scurr on X, who posted a page from UEFA's latest financial bragging presentation.
Newcastle United🤝adidas
🔺NUFC's merchandising revenue up from £11.4m in 2024 to £35m in 2025 - a club record.
👕18th highest in Europe and 7th in PL, but still well short of top clubs.
🛍️Merchandising contributes to 10% of Newcastle's total revenue.
Newcastle have a long way to go but they are closing that gap
We've still got a long way to go to catch the big boys, but that's an impressive jump in just one year. And this year, Adidas re-released the 1990's training wear as part of a retro line, and you only have to look at the crowd at St James' Park to see how well they have sold.
We expect another sharp increase next year based on that alone, but we doubt it will be as dramatic as this year's increase.
Still, everything is moving in the right direction, and now if we can get some big commercial partnerships sorted, we'll be flying. The deal with Sela ends this season so we expect a new shirt sponsor next year, and we expect it's going to be a big one.
