Ex-PL CEO: Newcastle can rocket to next level after £30m+ off-pitch deal agreed

Everton’s former chief Keith Wyness has suggested Adidas could help transform Newcastle United into international giants as part of their football “comeback”.

Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – claimed the Middle East will be an important region for the Magpies’ marketing strategy.

Adidas have succeeded Castore as the kit supplier at Newcastle and will pay £30million per season for the privilege, with their predecessors only paying £5million per annum.

The German sportswear giant launched the new strip earlier this month (7 June) to a good reception from fans.

Newcastle have been active in the Middle East since their Saudi-backed takeover in 2021, playing friendlies in the region as part of their ambition to grow their profile worldwide.

Adidas to grow Newcastle as part of football ‘comeback’, says Wyness

Wyness claimed Eddie Howe’s side are a “good, young brand” for Adidas.

He told Football Insider‘s Insider Track podcast: “The refresh of Newcastle has done a lot for them internationally.

“The Middle East, especially, will welcome this new Adidas deal.

“Man United have always been notoriously strong in Asia.

“It’s slightly different markets, so Adidas will play them differently in each location.

“Adidas have had a few missteps in recent years, but it seems like they’re back and fighting again. They’ve got to make a comeback.

“I think Newcastle is a good, young brand for them.”

In other news, England star responds to Newcastle approach.

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