Newcastle United’s Retail Revamp: Adidas Partnership Spurs New Flagship and Metrocentre Stores

As part of Newcastle United’s partnership with Adidas, worth an estimated £30 million per season, the club’s retail landscape is undergoing significant changes. The store at Gallowgate End, which closed in May for a major refurbishment, is set to reopen with a revamped look. In addition to this, Newcastle United will launch a brand-new shop at the Metrocentre in November, located on the upper level of Town Square, with construction already in progress.

Peter Silverstone, Newcastle’s Chief Commercial Officer, expressed the club’s commitment to providing fans with an exceptional retail experience. He emphasized that the new Metrocentre store is a vital step in bringing supporters closer to the club, positioning Newcastle alongside leading international brands. The upcoming Metrocentre outlet complements the soon-to-reopen flagship store at St. James’ Park.

To maintain merchandise sales during the refurbishment and safeguard jobs, a temporary store—made up of five modular units—was established near the Strawberry Pub and St. James’ Park Metro Station.

The Adidas deal has also allowed Newcastle to bring its retail operations in-house for the first time in over a decade. Silverstone highlighted that by handling the retail process internally, the club can build direct relationships with supporters, facilitating better customer service and feedback on products.

Drawing a parallel with Borussia Dortmund’s store, Silverstone noted that Newcastle can now respond directly to fan demand for specific products, such as Newcastle-branded garden hoses. This shift is a significant step forward in the club’s retail strategy, allowing for more tailored and responsive offerings.