SumUp, a global FinTech providing payments and business management tools to small and medium-sized merchants, has become Newcastle United’s Official Training Kit Partner in a multi-year agreement.
The partnership will see SumUp branding feature on training kit worn by Newcastle’s men’s, women’s and academy teams, giving the payments provider visibility among the club’s international supporter base. The kit will also feature the brand during pre-match warm-ups and training sessions.
The deal extends beyond traditional sponsorship, with SumUp also becoming Presenting Partner of the Newcastle United Business Club, a commercial networking group in the North East. The partnership will provide opportunities for SumUp and the club to connect businesses and develop new commercial relationships across the region and beyond.
SumUp and Newcastle United will also introduce a co-branded card for supporters, offering discounts and rewards at official club outlets and participating businesses across the UK. SumUp will additionally have access to networking events designed to support relationships with potential new partners.
The partnership builds on SumUp’s existing presence among merchants in the North East, where the company already provides payment services to thousands of businesses. Newcastle United said this local merchant base will help create further engagement between the FinTech and the club’s supporters.
Newcastle United chief revenue officer Dave O’Connor said, “SumUp is the perfect partner for Newcastle United; an innovative, ambitious, global business with a genuine commitment to supporting local businesses who serve our fans and community everyday. We’re excited to kick the partnership off and bring SumUp, its team and its local merchant community closer to the club and our supporters. This partnership is a reflection of our commercial ambition: working with innovative global businesses that fully understand the unique role Newcastle United plays in the life of our city and its community.”
SumUp chief commercial officer and UK CEO Luke Griffiths said, “When the opportunity to partner with Newcastle United arose, it felt like a natural fit. Football brings people together and is woven into the everyday lives of fans, families and communities – something we understand at SumUp. Every day, we work with businesses of all sizes, helping them run and grow, while also giving people a simple, smarter way to manage and spend their money.
“This partnership gives us a strong platform to bring our merchant and local communities closer to the club, while creating new opportunities for businesses and fans across the region. As Newcastle United’s Official Training Kit Partner and Presenting Partner of the Newcastle United Business Club, we look forward to bringing these communities together,” he said.
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