Newcastle backed to agree ‘market-leading deal, they have Man City to thank
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Alex Oakhill
Sun 14 September 2025 12:14, UK
Newcastle United have been tipped to agree a brand new “market-leading” deal and have Manchester City to thank for making it possible.
On Monday (8 September), it was announced that Man City and the Premier League had come to a settlement regarding Associated Party Transaction (APT) rules.
This effectively allows them to complete sponsorship deals that were being blocked before, and it could have major monetary advantages.
Now, City are expected to agree a new contract with Etihad Airways, which could be worth up to £1.5billion.
Everton’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 that Newcastle could benefit from this as well, with their huge Saudi Arabian backing.
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Speaking on the new edition of Football Insider’s Inside Track podcast, Wyness insisted that the Magpies can agree a sponsorship deal on the same level as Man City’s, as a new benchmark has been set.
Newcastle have been blocked by APT rules since the Saudi takeover of the club, but the owners could now be allowed to pump more money in using clever structuring methods.
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Wyness added that sponsorship markets are going to become even more valuable than before.
He told Football Insider‘s Inside Track podcast: “This does impact Newcastle, it sets a new benchmark.
The whole APT rules judgment by the Premier League was that when they looked at a new sponsorship deal for a club, they had to judge it against other market standards and other clubs’ deals.
“So if Man City are now getting their deal with Etihad, then of course it means that Aramco could come in with Saudi and do one of a similar scale.
The Premier League is getting stronger in terms of its recognition globally.
“Now that there is this market-leading deal with Man City and Abu Dhabi behind it, then yes, Saudi can come in with Newcastle, and there’ll be ways to structure the deal now that will basically have to be passed, and it will be the same for other clubs as well.
It could be that we’re going to start to see those sponsorship markets become even more valuable than before.”
Meanwhile, Brighton will reject any bids made for Jan Paul van Hecke in January amid renewed interest from Newcastle, sources have told Football Insider.
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Football Insider revealed on 13 September that the Magpies are still keen on the centre-back despite signing Malick Thiaw over the summer, and Van Hecke could be tempted by Champions League football.
However, Brighton are in no mood to let the Dutchman leave the Amex Stadium ahead of schedule and will strike a hard bargain on a transfer fee.
Van Hecke isn’t pushing for a move away and is under contract until 2027, but sources say that the Seagulls will look to maximise the Netherlands international’s value in the event of a transfer.
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