Newcastle United has officially announced that it will end its three-season partnership with Sela and sign Knox Hydrate as its new main front-of-shirt kit sponsor starting from the 2026-27 season. This new deal is reportedly valued at £80 million over three years, marking a significant financial increase compared to the previous contract with Sela, which was worth around £70 million. The new partnership not only includes kit sponsorship but also extends to training ground naming rights and product development for a co-branded sports drink. This strategy aims to generate additional revenue to help the club comply with the Premier League’s Squad Cost Rules. The foundations for this deal were laid when Knox Hydrate secured the naming rights to Newcastle's training ground, now called ‘The KNOX’. The payout structure of the contract will vary significantly across the three seasons, starting with a lower initial fee of £10 million in the first year, due to the recent release of the new kit without a sponsor. For the subsequent two years, the base sponsorship fee will increase to £25 million per year, along with potential performance-related bonuses. In total, if all bonuses are triggered, the deal could yield £78 million over three years, surpassing the previous partnership's guaranteed earnings. Fans are eager to see how the KNOX logo will look on the new striped Adidas kit compared to the sponsorless version.