Newcastle United Partners with Visa to Launch Global Fan Engagement Program Starting in Saudi Arabia

Newcastle United Football Club has announced a new partnership with Visa, aimed at deepening fan engagement through a series of exclusive activations and experiences beginning in Saudi Arabia.

Under the agreement, Visa customers in Saudi Arabia will gain access to unique promotions, including VIP matchday experiences at St. James’ Park, meet-and-greets with Newcastle United players and legends, behind-the-scenes tours, and official club merchandise.

This initiative represents the first phase of a broader global fan engagement program, set to expand throughout the 2025/26 season. It also reinforces Newcastle United’s increasing international footprint, particularly in the Middle East, where fan support has grown rapidly in recent years.

Growing Presence in the Middle East

Newcastle United reports that fan engagement from Saudi Arabia has increased by double digits annually, while digital interaction from the region has grown by over 20% per year for the past two seasons. This growth reflects both the Premier League’s global appeal and the club’s heightened visibility since its majority acquisition by Saudi Arabia’s Public Investment Fund (PIF) in 2021.

Chief commercial officer at Newcastle United, Peter Silverstone, highlighted the partnership as a milestone in the club’s global strategy:

“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, with digital engagement increasing by more than 20% annually for the past two years.

“This partnership demonstrates our commitment to engaging supporters worldwide, while Visa’s expertise in delivering exceptional consumer experiences ensures we can reward our fans’ incredible loyalty,” Silverstone said.

Regional Collaboration and Execution

The project will be implemented in collaboration with barq, a regional digital payment and technology company working alongside Visa to deliver activations and localized fan engagement initiatives in Saudi Arabia.

Emphasising the impact of the collaboration, Deputy CEO and Co-Founder of barq, Saad Almuhanna, 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,” Almuhanna expressed.

Visa’s Regional General Manager for Saudi Arabia, Bahrain, and Oman, Ali Bailoun, noted:

“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 here. Together, we will bring fans closer to the action than ever before,” Bailoun noted. 

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