'I'm amazed' - PiF's failure to secure Newcastle off-pitch deals is 'mystifying'
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Sun 24 May 2026 21:00, UK Newcastle United’s Saudi owners may find it tough to land a new shirt sponsor without using their extensive network of contacts.That is according to former Everton chief executive Keith Wyness, speaking exclusively to Football Insider, as Newcastle’s front-of-shirt sponsorship deal with Sela is set to come to an end this summer.Sela have been a sponsor of Newcastle’s shirts since the 2023-24 season, in a deal worth £25million a year. VISIT THE NEWCASTLE FINANCE HUB MORE FOOTBALL INSIDER STORIES Expert ‘amazed’ at PIF in Newcastle’s sponsorship searchEverton’s former chief Keith Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – believes the PIF need to be doing more to bring sponsorship into Newcastle.Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness is unsure what chief executive David Hopkinson has up his sleeve, as Newcastle need to agree deals quickly.Total Turnover£335.3mCommercial Income£120.1mMatchday Income£51.6mBroadcast Income£161mNewcastle United’s 2024-25 financial results.He told Football Insider‘s Inside Track podcast: “I’ve been amazed that the PIF have not been able to dip into the investments they have in all these big companies around the world and get some sponsorship deals together.
But I think that the PIF wanted a global sponsor rather than a Saudi sponsor on the shirt. Now, what the CEO has got up his sleeve for that, I don’t know.
“I hope he has something up his sleeve because it’s a very tough sponsorship market now for shirt sponsors, given how the whole betting situation’s changed. So we’ll see what they say, but it’s getting close to that time when they’ve got to do something.”Newcastle fans warned over stadium developmentNewcastle’s plans to grow revenue include either building a new stadium or redeveloping St James’ Park to increase its capacity.Images have emerged of what a new Newcastle stadium could look like, with similarities to Bayern Munich’s Allianz Arena.Wyness told Football Insider that Newcastle’s stadium images could be AI, and he is unsure why they would have been leaked before an official announcement was made by the club.The Magpies have recently purchased a sizeable chunk of Leazes Terrace by St James’ Park, which would point to the club expanding their current stadium.