Newcastle United are set to launch their brand new Adidas home kit for the 2026/27 season on Wednesday, June 10 — and it will arrive without a front-of-shirt sponsor after the club’s £75m partnership with Sela came to an end.
The Saudi-based events company confirmed their departure in a classy statement on Monday, thanking the Newcastle United community after three years of groundbreaking activations. Sela’s branding, including the famous Sela Cup pre-season tournament, will be removed from St James’ Park as the club enters a new era under Adidas.
This is a huge moment for Newcastle supporters. The switch to Adidas marks the first time the Magpies have worn the three stripes in the Premier League, and anticipation has been building for months. With the kit launching on Wednesday without a front-of-shirt sponsor, it leaves the door wide open for a new partner to step in — potentially creating a unique limited-edition opportunity for the first batch of shirts.
For fans looking to customize their own Newcastle-inspired gear, the clean kit design without sponsor branding is a popular canvas. The classic black and white stripes are iconic, and with Adidas bringing their signature design flair, this kit is expected to be one of the biggest sellers of the summer.
Sela’s departure also opens up new sponsorship opportunities, and whoever steps in will have big shoes to fill. Sela’s three-year tenure was awarded the most-awarded football sponsorship in the world in 2024, claiming 150 awards. They pioneered the “Sela Sound Shirt” — a replica Newcastle shirt with haptic sensors that let deaf fans feel the stadium atmosphere through vibrations.
The new Adidas home kit is expected to be available at the Newcastle United official store and Adidas retail outlets. With pre-season friendlies on the horizon — including a potential match against AS Roma at St James’ Park — fans will get their first glimpse of the new strip in action very soon.
Whether you’re after a replica jersey for matchday or custom-printed fan apparel, the 2026/27 season marks a fresh chapter for Newcastle United. Keep an eye on Wednesday’s launch for the full design reveal.