In light of Adidas’ comeback, Newcastle United has requested permission to open a temporary club store outside of St. James’ Park.
Adidas plans to completely renovate Newcastle United’s St. James’ Park club store this summer.
Adidas and the club stated in September of last year that they had reached an agreement on a “multi-year deal” for an estimated £40 million, which would see Adidas return as the official kit partner for the 2024–25 season.
Under the terms of the Adidas partnership, Newcastle will rebuild its own retail operations locally and internationally, in addition to producing the team’s uniforms.
According to the terms of the agreement former owner Mike Ashley signed in 2021, Castore currently has complete control over the retail operation. Newcastle arranged an early departure in order to get Adidas back.
Because of this, the club store that Castore now runs in St. James’ Park’s Gallowgate Stand will be “comprehensively refurbished” in May and June of this year.
Additionally, Newcastle has requested permission to establish a temporary retail structure on the St. James’ Metro Car Park in order to preserve jobs and carry on the club’s retail business.
Situated next to the Strawberry Pub and the current club shop in St. James’ Park, the land is currently unoccupied. Prefabricated containers that can be put to different uses will make up the temporary location.
At St. James’ Park, construction is already underway in preparation for the June opening of the new fan zone, St. James’ Park STACK.
“We’re moving forward with the fan zone,” stated Darren Eales, CEO of Newcastle. Our goal is to have it fully operational by the beginning of the following season, but we aim to have it operational by the end of the spring and summer.
“St James’ Stack will be open seven days a week, so it’s not just on matchday. We’re excited because it gives us more of that footprint.” It all comes down to our incredible fan base, which is twice the size of St. James’ Park.
“Part of our thinking about how we can expand the club and foster a sense of community among our supporters is our ability to have a presence at St. James’ Stack, where we can host activities and foster a sense of connection among fans without the need for a season ticket. It’s about what else we can do for the club 365 days a year, not just on match days.”
Newcastle will benefit greatly from the club store and fan zone as they adhere to the Premier League Profitability and Sustainability Rules.
