Newcastle United signs KNOX Hydration deal covering training ground naming rights and kit sleeve

Newcastle United have agreed a multi-year partnership with KNOX Hydration that includes naming rights to the club’s training base and sleeve sponsorship on training wear.The deal will see the Training Centre at Darsley Park renamed The KNOX from July 1, with the KNOX logo appearing on the training kit sleeves for the men’s, women’s and academy teams.Newcastle chief executive David Hopkinson said: “We are thrilled to welcome KNOX Hydration as a world-class partner. They share our relentless ambition to disrupt the status quo and reach the pinnacle of our respective industries.”Hopkinson added: “This isn't just a branding exercise; it's a performance-led partnership that will also support our community.”The club said the agreement will also integrate KNOX products into daily operations, positioning the brand as a performance and recovery partner as well as a commercial rights-holder.KNOX chief executive John Schaefer said: “We are thrilled to partner with Newcastle United, a truly storied football club with a rich history and a bold future.“With new leadership and heightened ambitions, Newcastle's trajectory aligns perfectly with KNOX's own rapid ascent.”Industry reports described the partnership as a three-year agreement worth around £6m per season, and said Newcastle are still seeking a front-of-training-wear sponsor.The partnership lands as Newcastle continue to grow commercial revenues within the Premier League’s financial framework, with Hopkinson having highlighted the need to increase self-generated income to support player investment.Newcastle said the agreement will begin as they prepare to open a multi-million-pound expansion of their performance facilities at Darsley Park, increasing the building footprint by more than 50%.KNOX is described as a South African hydration brand and has been linked in reports to a forthcoming UK launch, with the business also co-founded by UFC fighter Dricus Du Plessis.