Newcastle United have agreed a deal for SumUp to become their front-of-training-kit sponsor.The three-year partnership with the fintech company, which is a payment provider in local shops, including in north-east England, is set to be the first of a series of new sponsorship deals the club will announce, including a fresh naming-rights holder for the STACK container village next to St James’ Park.While Newcastle have not publicly confirmed the value of the SumUp tie-up, sources at the club insist it is worth £5million per season, which would take Newcastle’s total annual income from training-ground-related assets to around £11m per year.In April, The Athletic revealed that KNOX Hydration had taken up a three-year naming-rights deal to become the first-ever sponsor of Newcastle’s Darsley Park training ground. It has been renamed ‘The KNOX’ and that partnership is worth £6m a season for three years, while a further £60m has been committed by the hydration-drinks company for front-of-shirt sponsorship until the end of the 2028-29 campaign.By that stage, Newcastle hope to move into a new state-of-the-art training ground at Woolsington Hall, near Newcastle International Airport. The club confirmed a purchase agreement for the 260-acre plot on Thursday and they will apply for planning permission for the £190m project in early 2027.Although KNOX appears on the sleeve of their training kit, Newcastle’s commercial team were keen to also secure a front-of-training-shirt sponsorship deal, too.David Hopkinson, the CEO, had budgeted for £8m-£10m from training-related assets in the short-to-medium term, so this the combined value is seen as an uptick on that, especially considering Newcastle had not previously monetised the training ground itself or the training wear.SumUp will feature prominently across training wear for Newcastle men’s, women’s and academy teams.Dave O’Connor, the chief revenue officer (CRO) who is a Geordie and was appointed in June, has been tasked with helping to secure greater revenue moving forward and the SumUp deal, plus those which are set to be confirmed since, are viewed internally as showing the positive effect he has already had.“SumUp is the perfect partner for Newcastle United; an innovative, ambitious, global business with a genuine commitment to supporting local businesses who serve our fans and community everyday,” O’Connor said. “We’re excited to kick the partnership off and bring SumUp, its team and its local merchant community closer to the club and our supporters.“This partnership is a reflection of our commercial ambition: working with innovative global businesses that fully understand the unique role Newcastle United plays in the life of our city and its community.”SumUp has been contacted by The Athletic for comment.Aug 21, 2026Connections: Sports EditionSpot the pattern. Connect the termsFind the hidden link between sports terms