Newcastle United, a PL club based out of St. James’ Park has signed a kit sponsorship deal with travel search engine KAYAK for the 2021-22 season. The deal will see KAYAK become the club’s new sleeve shirt sponsor.
This is the first time KAYAK has entered into a partnership with a football club since it was established in 2004. Recognizing the global branding power football clubs have these days, this is a wise decision from KAYAK as it will help them enhance their brand engagement among sporting audiences. As part of the deal, Newcastle’s first-team players will display Booking Holdings owned KAYAK branding on all the 3 kits (home, away and 3rd kit) throughout the season.
Per Christiansen, VP EMEA Marketing expressed his delight in the aforementioned partnership and said, “As we continue to grow our brand partnerships in the UK and internationally, we are thrilled to kick off our first football partnership with Newcastle United. It’s an honour to be associated with the team and we look forward to expanding our presence amongst the players and their global fanbase as they enjoy the freedom of travel and live sport once again.”
This deal came into existence after Newcastle ended its agreement prematurely with ICM.com, the club’s previous sleeve sponsor. Thus terminating the two-year agreement the global investment house had with one of the oldest and well renowned English clubs. Newcastle also replaced their kit supplier Puma with British sportswear group Castore for the upcoming season. Therefore KAYAK’s logo will now appear on the kits designed and manufactured by Castore.
Dale Aitchison, Newcastle United’s Head of Commercial addressed the media on this special occasion and added, “We are very excited to become KAYAK’s first football partnership and to begin our journey together. KAYAK is a well-known and successful brand in the travel industry and our partnership will present a number of mutual benefits as we gear up for the season ahead. We would like to welcome KAYAK and its global team on board.”
The Premier League season is scheduled to kick off in the second week of August. After last season’s 12th place finish, Newcastle will aim for a top-half spot this time. The Magpies will hope to give a lot of joy to their fans, who have always been so supportive towards the club and its players.