The agreement between the two rapidly growing organizations will see them uniting at an exciting stage in their respective journeys, with Sela – the driving force behind a wide range of spectacular events, iconic destinations, and attractions – becoming Newcastle United’s Primary Front of Shirt Partner.

Sela brings brands and people together by creating, constructing and operating unique destinations and recreational experiences. Created in Saudi Arabia and with its origins in sports, Sela continues to provide comprehensive football opportunities from elite to grassroots level locally and internationally.

As well as bringing global sports and entertainment events to the Middle East, Sela has delivered iconic properties and attractions. Its portfolio includes the Boulevard Riyadh City and Boulevard World entertainment experience venues, luxury VIA Riyadh complex, as well as the state-of-the-art Jeddah Superdome, and Jeddah Yacht Club and Marina, to name a few. The agreement represents an integral part of Sela’s continuing global expansion.

The partnership with Newcastle United will reach, engage and connect with the Magpies’ rapidly growing global fanbase and audience through a range of physical and digital activations. Darren Eales, CEO at Newcastle United, said: "We are delighted to welcome Sela as our new primary front-of-shirt partner. Our partnership follows a highly competitive commercial process, and we believe we have found the perfect front of shirt partner to support us in reaching our objectives on and off the pitch.

"We team up at an exciting time in the history of both organizations given both share an ambitious vision to expand globally. "Fan engagement is central to what we do at Newcastle United and, in Sela, we are partnering with an organization with shared interests that has delivered incredible events and experiences to millions of people over many years.

"We welcome the opportunity to showcase Sela’s brand and destinations via our huge global Premier League, and soon to be, UEFA Champions League audience. "Closer to home, we will work closely on the design and operation of a new fan zone area at St. James' Park, taking inspiration from Sela's incredible properties elsewhere." Peter Silverstone, Newcastle United's Chief Commercial Officer, said: "Sela joins us on our exciting journey back into the UEFA Champions League, enabling us to reach and engage with an even greater global audience together.

We are proud to put their brand at the front and centre of our next stage of growth as an elite global Premier League club. "Our partnership will provide a key gateway to growing our fanbase globally, and specifically in Saudi Arabia and the Middle East, while showcasing Sela’s, activities and iconic destinations and properties, as they look to diversify their business activities in the UK and beyond. "Sela has an incredible track record in delivering experiences across recreational sectors, and particularly in marketing sporting assets and properties including the Spanish Super Cup and Italian Super Cup.

"We believe they will market our club and brand accordingly, boosting our aim to be the most supported Premier League club in Saudi Arabia – a country with a young, digitally-savvy population that is hugely passionate about football. "We look forward to announcing further details of our partnership in due course." Ibrahim Mohtaseb, Senior Vice President at Sela, commented: “This partnership is about Sela being part of the next chapter for the club.

“It’s about us supporting the men’s, women’s and Academy teams. And it’s about bringing to life world-class experiences, which is at the heart of what we do as a company. “For Sela, it all started with football more than 25 years ago. Today, we have grown into a multi-faceted company creating experiences and amazing destinations that millions of people enjoy each year, across a range of sport, entertainment, hospitality and retail settings. Now we are embarking on the next stage of our international growth. “Where we can put our resources and innovation to good use for the benefit of fans, the club and the wider communities it serves, we will do so. “And of course, we also hope a black and white logo on the front of the shirt is welcome!”