Search is on for overseas sponsors for Newcastle United
Nov 10 2009 by Andrew Mernin and Alastair Craig, The Journal
NEWCASTLE United owner Mike Ashley has hired a firm to help him flush out new sponsors from overseas.
The club has announced plans to launch a global campaign to find new sponsors, with the help of Liverpool marketing company Ampersand.
But fans’ groups have warned Ashley he faces a difficult task convincing anyone to invest in the club following weeks of bad publicity.
The search for a shirt sponsor will see promotional material sent out all over the world to what it calls “high calibre brands”.
Newcastle United’s commercial director Barry Webber said: “Now we have an opportunity to potentially bring in a new family of partners that can become part of our huge club and join us on our journey back into the top-flight of English football.”
Emma Blackmore, managing director of Ampersand, said: “Newcastle’s target demographic is spread across the globe and comprises a range of high calibre brands.”
The marketing campaign comprises a brochure, Powerpoint presentation, direct mail material and a DVD which will showcase the club to potential sponsors.
United, who are currently top of the Championship despite ongoing off-the-field unrest, will work with the company for the next 12 months.
Ampersand worked with Everton Football Club on its stadium naming rights campaign, but it remains to be seen whether the company will play a role in bringing a stadium sponsor to St James’ Park. With a new kit sponsor and kit supplier also needed in the summer following the expiration of deals with Northern Rock and Adidas, United managing director Derek Llambias said it was the ideal time to maximise the club’s commercial potential by offering three separate sponsorship packages.
Newcastle United supporters’ groups have questioned whether any international company would want to be associated with Mr Ashley’s “tainted” regime. Colin Whittle, founder member of the Newcastle United Supporters Trust, which is forming a fans’ collective to attempt a takeover of the club, said: “To sell sponsorship and negotiate commercial deals at this time shows a surprising lack of nous.
“The sponsorship of the club would be worth twice the amount if it was run as a business rather than a set of knee jerk reactions. How Mr Ashley thinks he can get a good deal when he has alienated so many, is beyond most analysts and fans.
“The Trust is launching a campaign to urge supporters, businesses and the city to reclaim our club.”
Northern Rock’s sponsorship of Newcastle United began in 2003, and is set to expire in 2010.
The current five-year deal from 2005 to 2010 was worth £25m.
