Newcastle United Football Club has announced a landmark partnership with Visa, one of the world’s leading digital payment companies, aimed at creating exclusive, once-in-a-lifetime experiences for the club’s growing fanbase in the Kingdom of Saudi Arabia.
The collaboration marks a significant step in Newcastle United’s global expansion strategy, strengthening its connection with international supporters — particularly in the Middle East, where the club’s following has surged in recent years.
A Partnership Focused on Fans
As part of the partnership, Visa customers in Saudi Arabia will have access to a range of exclusive rewards and experiences throughout the coming season. These include:
- VIP matchday experiences at St. James’ Park
- Meet-and-greets with current players and club legends
- Behind-the-scenes access to Newcastle United facilities
- Official club merchandise and other fan rewards
The initiative aligns with Visa’s focus on connecting consumers to their passions through innovative experiences — and reinforces Newcastle United’s commitment to making its brand accessible and engaging to fans beyond the UK.
Driving Global Growth Through Saudi Arabia
Support for Newcastle United in Saudi Arabia has been rising sharply — with double-digit fan growth year-on-year and digital engagement in the region increasing by over 20% annually for the past two years. The partnership with Visa is designed to deepen that connection, merging the club’s sporting heritage with the country’s fast-evolving sports culture and digital economy.
Peter Silverstone, Chief Commercial Officer at Newcastle United, emphasized the strategic value of the deal:
“We are delighted to partner with Visa to bring extraordinary experiences to our growing global fanbase, beginning in Saudi Arabia. The Middle East is a key market for Newcastle United, and this partnership demonstrates our commitment to engaging supporters worldwide. Visa’s expertise in delivering exceptional consumer experiences ensures we can reward our fans’ incredible loyalty.”
Regional Collaboration and Shared Ambition
The partnership also involves barq, a Saudi technology and payment solutions company that will play a key role in activating local campaigns and connecting fans through Visa’s platforms.
Saad Almuhanna, Deputy CEO and Co-Founder at barq, said:
“We are delighted to partner with Newcastle United and support its future ambitions, noting its massive fan base and the strong emotional bond it shares with its supporters. barq will work to strengthen the club’s position as a leading force in the Premier League and European competitions.”
From Visa’s perspective, the collaboration is part of a broader effort to engage Saudi Arabia’s rapidly expanding football community.
Ali Bailoun, Visa’s Regional General Manager for Saudi Arabia, Bahrain, and Oman, added:
“Saudi Arabia is a dynamic and fast-growing market for football, and we are proud to partner with Newcastle United and barq to deliver unique, memorable experiences for fans. Together, we will bring supporters closer to the action than ever before.”
Strengthening the Club’s Global Commercial Strategy
The partnership underscores Newcastle United’s strategic focus on international growth, leveraging Saudi Arabia’s position as a key hub for global football and commerce. For Visa, the collaboration enhances its brand visibility in one of the world’s fastest-growing digital economies, while offering fans new ways to connect with their favorite club.
With Saudi fans at the center of this initiative, the Newcastle United–Visa alliance represents more than a sponsorship — it’s a bridge between sport, technology, and culture, reflecting the evolving global landscape of football engagement.
365247 Insight:
Newcastle United’s partnership with Visa is emblematic of the new global sports economy, where clubs use strategic regional partnerships to grow cultural relevance, digital engagement, and fan lifetime value. By focusing on Saudi Arabia — a nation driving sport’s modern transformation — Newcastle is positioning itself as both a Premier League brand and a global lifestyle property.
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