Newcastle United Announces Knox Hydrate as Main Kit Sponsor - No More Sela
Jun 23, 2026, by Phan Tich Giay
- New Main Kit Sponsor: Newcastle United has officially unveiled Knox Hydrate as their new front-of-shirt sponsor for a three-year agreement beginning with the 2026-27 season, replacing the previous sponsor Sela.
- Significant Financial Details: The new sponsorship deal with Knox Hydrate is reportedly valued at up to £80 million over three years, a significant financial upgrade from the previous Sela contract, with a varied payout structure across seasons.
- Expanded Partnership and Product Development: The partnership extends beyond the main kit sponsorship to include naming rights for Newcastle's training ground, now called "The Knox," and a collaboration to launch a co-branded club-specific sports drink to generate additional revenue.
Update - Tuesday, June 23, 2026: Newcastle United have unveiled Knox Hydrate as the club's new front-of-shirt sponsor in a three-year agreement beginning with the 26-27 season.
Newcastle United 2026-2027 Kit With Knox Hydrate Sponsor
The deal expands an existing partnership between the two parties and follows the recent announcement that Knox Hydrate had secured naming rights for Newcastle's training ground, with Darsley Park set to become "The Knox" from 1 July.
Supporters who have already purchased Newcastle United's 2026-27 home shirt will be given the opportunity to have the Knox Hydrate logo applied at a later date. Shirts carrying the sponsor branding will also go on sale later in the season, while the club's upcoming away and third kits will feature the logo from launch.
16 June 2026: No More Sela: Newcastle United to Sign Knox Hydrate as Main Kit Sponsor
According to an exclusive report from The Shields Gazette, Newcastle United are set to conclude their three-season partnership with Sela to sign a massive new front-of-shirt kit sponsorship deal with Knox Hydrate - a rising brand specializing in hydration drinks and electrolyte powders, starting from the 2026-27 season.
Newcastle United to Sign Knox Hydrate as Main Kit Sponsor
The total package with Knox Hydrate is reportedly valued at £80 million over a three-year duration. This represents a significant financial step up from Newcastle's previous contract with Sela, which was worth approximately £70 million over its respective cycle.
The foundations for this blockbuster deal were laid previously when Knox Hydrate secured the rights to Newcastle's training ground. That initial agreement saw Newcastle's Darsley Park training complex officially renamed as ‘The KNOX’.
Furthermore, the partnership will extend into product development. Newcastle will collaborate directly with KNOX to launch a co-branded, club-specific sports drink. The club expects this venture to generate substantial auxiliary revenue, providing crucial financial support to help them comply with the Premier League’s strict new Squad Cost Rules (SCR).
Due to unique circumstances, the payout structure of the contract will vary significantly across the three seasons:
- 2026-27 Season: KNOX will pay a maximum of £10 million for the first year. This lower initial figure is due to Newcastle releasing their new 26-27 home kit last week completely sponsorless. Because retail production had already processed without a main logo, the brand's on-shirt exposure is limited for the immediate campaign.
- Subsequent Seasons: For the following two years, the base front-of-shirt sponsorship fee will jump up to £25 million per year, subject to various performance-related bonuses.
- Training Ground Rights: In addition to the kit branding, KNOX will pay a flat fee of £6 million per year across all three years specifically for the ongoing naming rights of the training ground.
In total, if Newcastle successfully trigger all performance-related bonuses built into the contract, the combined deal will yield £78 million over three years. This breaks down to an average of £26 million per season—surpassing the guaranteed £22.5 million per year they brought in under the Sela partnership.
What do you think of Newcastle's massive new deal with Knox Hydrate? How do you think the KNOX logo looks on the new striped Adidas template compared to the sponsorless version? Let us know in the comments below.
Zinedine Zidane Wears Limited-Edition Adidas "Zidane x Adidas" 30-Year Anniversary Boots in France Training
France head coach Zinedine Zidane was spotted lacing up his limited-edition Adidas Predator 26 'ZZ30' 30-Year Anniversary boots during Les Bleus' training session at Clairefontaine. Leading the squad onto the pitch ahead of their upcoming fixtures, the French maestro gave his latest signature boots an on-pitch debut in classic Zizou fashion.
Officially launched in September 2026, the boots mark three decades since Zidane first joined forces with Adidas ahead of Euro 1996. The boot features a clean Cloud White base highlighted by metallic gold detailing, accompanied by French Tricolore accents on the heel. Personal touches celebrating his iconic career are visible throughout the design, including 'ZZ30' branding, references to cities that shaped his journey, and a graphic paying tribute to his famous 2002 Champions League final volley.
Bespoke details include a classic folded tongue with the number '30', the stylized nickname 'ZI30U' on the soleplate and insole, and a graphic depiction of Zidane's legendary 2002 Champions League final volley on the heel counter.
Inter Miami Announce American Airlines as First-Ever Airline Partner
Inter Miami CF have officially announced a multi-year partnership with American Airlines, naming the carrier the club's first-ever Official Airline Partner. Under the extensive agreement, American Airlines becomes an Official Partner of Inter Miami as well as a Founding Partner of both Nu Stadium and the broader Miami Freedom Park district.
As part of the deal, the premium hospitality West Club inside the new venue will be rebranded as the American Lounge. Covering more than 14,500 square feet across the entire west stand and seating over 1,800 fans, the lounge will anchor the airline's presence on matchdays. The stadium site sits adjacent to Miami International Airport, which serves as American Airlines' third-largest hub.
The collaboration also introduces bespoke fan experiences through the carrier's AAdvantage loyalty program, offering members pitchside access for the second half of matches, away-game travel packages, and the ability to redeem miles for tickets and VIP experiences. The club will additionally host an annual American Airlines Theme Night, with the first celebration scheduled for October 14, 2026.
In-House Saint Vincent and the Grenadines 2026 Kits Released
The Saint Vincent and the Grenadines Football Federation (SVGFF) has officially unveiled a brand-new set of in-house kits for the national football team, nicknamed Vincy Heat. Opting out of a deal with a traditional sportswear brand, the federation designed and produced the collection internally under a dedicated campaign titled "Ours."
The launch showcases three distinct colourways celebrating the island nation's flag: yellow, royal blue, and emerald green. All three jerseys share an identical template characterized by a sharp V-neck collar, fine contrast shoulder piping, and matching sleeve cuffs. Across the torso, each shirt features a dynamic diagonal brushstroke pattern embedded with micro-motifs reminiscent of the three diamonds seen on the national flag.
Contrasting details complete the look, with royal blue accents adorning the primary yellow jersey, and vivid yellow trims framing both the blue and green alternatives. Centered around themes of national pride and identity, the collection is headlined by slogans such as "Our Nation. Our Culture. Our Team" and "Wherever we go, we carry home."
Adidas Argentina Messi Farewell Kit Teased
Adidas and the Argentine Football Association have teased a special-edition commemorative jersey celebrating Lionel Messi for his final appearance with the national team. Following the announcement of his retirement from international duty after a legendary career spanning 207 caps and 125 goals, Messi is set to wear the bespoke design in his farewell match against Benin at the Estadio Monumental on October 6, 2026.
The unique kit departs from the traditional striping format, opting for a sky-blue base accented by a single broad white central stripe. Tonal rays inspired by the Sun of May radiate across the front and back of the torso. In a rare personal touch, Messi's signature 'M' logo replaces the traditional Adidas performance logo on the right chest in metallic gold, balanced by the gold-accented three-star Argentina crest on the left. The crew-neck collar and sleeve cuffs are finished in black with sleek gold edging.
On the reverse, the shirt features gold 'MESSI 10' printing framed by the radiant sunburst motif, topped by a small Sun of May emblem just below the rear collar. Messi previewed the shirt on social media with the message "One last match... A jersey for a lifetime," offering a fitting tribute as he prepares to close his historic international chapter.
