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.
FC Dordrecht 26-27 Home Kit Released
Dutch Eerste Divisie club FC Dordrecht has officially launched its new home kit for the 26-27 season, crafted by Capelli Sport. The new uniform stays true to the club's traditional color scheme while offering a refined visual design for the upcoming campaign.
The FC Dordrecht 26-27 home shirt features a green base decorated with a subtle geometric grid graphic pattern across the torso. A prominent white horizontal hoop runs across the chest, framing the main sponsor text. White sleeves with green cuffs, a clean white V-neck collar, and Capelli's trademark shoulder cubes give the kit a structured look.
Positioned on the left side of the chest is the FC Dordrecht crest with the Energiek Dordt text placed directly above, paired with a white Capelli Sport brand mark on the right chest. The kit will be worn throughout FC Dordrecht's 26-27 Eerste Divisie matches.
1. FC Magdeburg 26-27 Third Kit Released
German 2. Bundesliga club 1. FC Magdeburg and technical sponsor Hummel have officially unveiled the club's new third kit for the 26-27 season. Named "Platte", the charcoal and black shirt pays tribute to East German urban architecture and local fan culture.
The 1. FC Magdeburg 26-27 third shirt features a dark base highlighted by a tonal front graphic depicting an M10-type Plattenbau residential building block, an iconic feature of Magdeburg's cityscape since the 1970s. Designed in collaboration with fan group Block U, the kit incorporates street art elements throughout, including customized graffiti-style renderings for main sponsor Humanas on the chest and sleeve sponsor SWM.
Additional details include "Aus der Platte" printed inside the collar alongside graffiti-inspired lettering, white Hummel chevrons on the shoulders, and the founding year 1965 on the upper back. The player names and squad numbers are also presented in a custom graffiti tag font to complete the street-inspired look.
Darmstadt 98 26-27 Away Kit Released
German club SV Darmstadt 98 and kit supplier Craft have officially unveiled the team's new away kit for the 26-27 season. The new strip introduces a refined, retro-inspired aesthetic, featuring an elegant off-white cream base complemented by classic blue details.
The centerpiece of the Darmstadt 26-27 away jersey is a bold royal blue horizontal chest band, which contains a subtle tonal fleur-de-lis pattern inside as a nod to the club's iconic lily symbol. Centered directly above the chest stripe are the blue lily badge and the Craft logo, while main sponsor HAIX is printed inside the chest band in white. Blue detailing on the sleeve cuffs and shoulder seams completes the clean look.
Eintracht Braunschweig 26-27 Away Kit Released
German 2. Bundesliga club Eintracht Braunschweig and technical sponsor Umbro have officially launched the new away shirt for the 26-27 season.
The Umbro Eintracht Braunschweig 26-27 away jersey features a rich blue base paired with elegant gold accents. The collar and sleeve cuffs are detailed in a darker navy blue, with the cuffs featuring a subtle gold patterned trim. The circular club crest, Umbro double diamond logo, and main sponsor BRAWO GROUP are all applied in matching gold accents.
Blue shorts and socks complete the full Eintracht Braunschweig 26-27 away strip.
Queen of the South 26-27 Home & Away Kits Released
Scottish club Queen of the South and technical partner Macron have officially launched the club's new home and away jerseys for the 26-27 season. Designed around the slogan "It's time to Turn The Page," both strips bring distinctive bespoke visuals to the Doonhamers.
The Queen of the South 26-27 home kit features a classic royal blue base highlighted by a subtle vertical wavy pinstripe graphic running down the torso. A white polo collar with contrasting blue tipping is complemented by matching sleeve cuffs, a white Macron hero logo, and the traditional circular club crest.
The 26-27 away kit introduces a clean off-white shade paired with navy blue and maroon detailing along the crew-neck collar and sleeve cuffs. The front of the shirt features a centered layout, placing a raised vintage monogram crest directly below the technical sponsor logo. Both new shirts are available now for pre-order via the official club store.
Barnsley 26-27 Away Kit Released
Barnsley FC and sportswear brand Oxen have officially launched the club's new away kit for the 26-27 season. The new strip is set to make its debut on pitch in Barnsley's pre-season fixture against Lincoln City.
The Oxen Barnsley 26-27 away shirt features a dark navy base covered with a subtle geometric pattern across the body. All branding and sponsor details, alongside a monochrome adaptation of the club crest, appear in a striking bright blue. Crisp white trim on the collar and sleeve cuffs adds contrast, while a "The Tykes" sign-off is placed below the rear collar.
Completing the set, matching dark navy shorts and socks accompany the jersey. The Barnsley 26-27 away kit is available to purchase now through the official club store and online shop.