This article was originally published in the Brand Finance Football 50 2025 report
Newcastle United is the third-fastest growing football club by brand value amongst the world’s top 50, achieving 24% growth to reach GBP313 million. Newcastle United stands as the strongest football club brand in the UK outside the ‘top six’ clubs. This position is underpinned by robust perceptions among domestic audiences, who recognise the club for its passionate fanbase and strong off-pitch management. Furthermore, 41% of Premier League followers agree that Newcastle is a club steeped in rich heritage and history.
Hugo Hensley sat down with Peter Silverstone to understand the strategy behind the growth and what's next for the ambitious club.
Interview with Peter Silverstone
Chief Commercial Officer,
Newcastle United
Football Club
How explicitly is brand development and associated commercial development discussed as a priority?
The only sustainable way to compete with top clubs beyond the pitch is through strategic brand development. For us, brand isn’t just about visibility - it’s about creating a purpose-driven identity that resonates deeply and fosters a sense of community, not only with our existing Newcastle United fans but also with audiences worldwide.
As we grow globally, we are intentional about aligning the club’s brand with individuals and communities who share our values. Our aim is to extend the unique sense of belonging that defines our current fanbase to millions more who see themselves reflected in our story.
Audience growth matters, but engagement is what truly drives value. We’re focused on cultivating a fanbase that is invested in Newcastle United’s journey - its heritage, culture, and future. Deep engagement translates into commercial value, both directly and indirectly, fuelling sustainable business growth across the club.
To ensure we connect authentically, we conducted extensive research, alongside our partners, with over 10,000 football fans across eight key markets - Japan, South Korea, China, Singapore, India, the Kingdom of Saudi Arabia, the USA, and the UK. This allowed us to understand both how Newcastle United is perceived today and what drives fandom in each region.
With these insights, we are partnering with FutureBrand to craft a global brand strategy that will position Newcastle United in a category of its own. This strategy will distil the essence of what makes Newcastle United - and the city and community it represents - so unique, transforming us into a powerful, consumer-facing proposition that can resonate with millions of current and prospective fans worldwide.
What do you consider the defining brand assets or moments in recent years most important in building and strengthening the Newcastle brand?
In sport, we view moments in two ways: those we create and those we capitalise on. The Carabao Cup Final allowed us to experience both ways. We recognised the weekend of the Final itself as a defining brand moment. Geordies are renowned for their passionate away support, and our #WeDon’tDoQuiet campaign turned that Final into an unforgettable takeover of London - an opportunity to showcase our story to the world. We created special brand moments prior to and during the final. Our Front of Shirt partner, Sela, gifted our distinctive black & white scarf to every Newcastle United supporter at Wembley, created a powerful brand moment that both fuelled the performance on the pitch but also resonated globally.
Yet the truest reflection of Newcastle United came through capitalisation of our incredible victory, when over 300,000 people filled the streets of Newcastle to celebrate that first domestic silverware in over 70 years, together. That moment transcended not just the club and the city but the sport itself. Its echoes are still heard globally, amplifying our brand’s unique positioning. We capitalised on our sporting success to create an unforgettable brand moment.
Then there are the moments we create: from kit launches in Tokyo to pop-up art exhibitions in Seoul, we continue to craft authentic ways to tell our story - connecting with new fans in ways that are relevant, resonant, and deeply meaningful.
How has Newcastle United built strategic partnerships, and how have they contributed to the club’s brand growth?
We see partnerships as true collaborations - where the combined impact is far greater than the sum of our parts. This philosophy is one of the key reasons we decided to partner with adidas after a significant hiatus.
Our shared heritage is important, as is adidas’ world-class product range, but what truly excites us is their unparalleled cultural relevance. Through adidas, we can tap into a global brand with deep resonance - whether that’s collaborating with artists like Sam Fender or CASISDEAD, or delivering kit launches across international markets, it allows us to tell Newcastle United’s story to new audiences in meaningful ways.
Beyond adidas, our partnership with Sela has allowed us to project our brand - literally and figuratively - to new heights. From illuminating London’s Milburn Tower before the Carabao Cup Final, to a Champions League drone show above St. James’ Park, to the award-winning ‘Unsilence the Crowd’ campaign.
The Sela & Newcastle United partnership won over 100 global awards for our activities in 2024 which was recognised by the Sport Industry Group as the “Most Award-Winning Global Football Sponsorship in 2024”. These initiatives exemplify how we’re leveraging the right platforms to authentically grow Newcastle United’s brand on a global scale.
What has changed since PIF became involved in the club?
Since the first full year of PIF and RB Sports & Media ownership through to the end of the 2024/25 season, Newcastle United has delivered nearly 15% compound annual growth in total revenue. Commercial revenues have surged by over 130% during this period, including more than 30% year-on-year growth between the 2023/24 and 2024/25 seasons.
Remarkably, this most recent growth was achieved despite the Club’s absence from European competition in 2024/25. Crucially, we successfully replaced non-recurring Champions League income with sustainable, recurring revenue streams - driven by the launch of our Retail & Licensing department (underpinned by our ground-breaking partnership with adidas), the introduction of the Stack fan zone, and the expansion of our commercial partnerships’ portfolio.
This diversified foundation positions the Club for extraordinary growth as we prepare for a return to Champions League participation in the 2025/26 season. None of these initiatives would have been possible without the robust financial, strategic, and operational support of our ownership group - PIF and RB Sports & Media.
PIF’s involvement has been truly transformational. Their ambition is clear: to make Newcastle United the best it can be. That vision has been backed by significant investment across all areas of the Club, including capital projects in hospitality, the Stack fan zone, training facilities, retail, and the women’s team - which has impressively progressed from the National League Division One North to the Championship and now sets its sights on the WSL.
What distinguishes PIF’s approach is its precision and strategic depth. They conduct rigorous gap analyses across structures, people, and processes, enabling us to systematically close those gaps and deliver best-in-class performance - on and off the pitch. Their commitment to long-term growth and excellence is relentless, focused, and unwavering.
Looking ahead, where do you see future growth coming from in terms of your fanbase, and how are you engaging those audiences?
Looking ahead, our fanbase growth strategy is rooted in building lasting, meaningful connections - not in prioritising one audience over another. Longevity is key, and our focus is on crafting a compelling brand purpose that resonates globally with individuals who think, feel, and share values aligned with Newcastle United.
Whether it’s a 45-year-old fan in Philadelphia, an 18-year-old supporter in South Korea, or a 13-year old girl in New York, each may connect with different facets of our identity - our attacking style of play, our commitment to women’s football, or our deep-rooted community values. Often, it’s the combination of these elements that creates a powerful emotional bond. Our ambition is to build a connected global community united by passion and purpose.
To achieve this, we must show up authentically in the right places at the right times, with messaging and experiences tailored to each audience segment and market. This demands a curated digital, content, and platform strategy - one that delivers our brand messaging with precision and relevance. This bespoke approach is essential to identifying, engaging, and nurturing deep, lasting relationships with fans worldwide - ensuring Newcastle United’s brand grows in a way that is both meaningful and enduring.
