SumUp partners with Newcastle United

By Milan Rojan

SumUp has partnered with Newcastle United in a multi-year agreement that has made the FinTech the club’s Official Training Kit Partner.

The partnership has placed SumUp branding across training wear for Newcastle United’s men’s, women’s and academy teams. The FinTech has also become a Primary Partner of the Premier League club as it has expanded its commercial portfolio.

Alongside the sponsorship, SumUp has strengthened its engagement with businesses in the North East of England. The company has become Presenting Partner of the Newcastle United Business Club, a commercial networking platform connecting businesses across the region.

Dave O’Connor, Chief Revenue Officer at Newcastle United, has said: “SumUp is the perfect partner for Newcastle United; an innovative, ambitious, global business with a genuine commitment to supporting local businesses.”

The partnership has also included plans for a co-branded SumUp card. The card will offer fans special offers and rewards when they engage with official Newcastle United outlets and participating businesses across the UK.

SumUp has gained access to exclusive club events and networking opportunities under the agreement, with both companies aiming to create commercial opportunities between the club’s supporter base and local merchant community.

Luke Griffiths, Chief Commercial Officer and UK CEO at SumUp, has said the partnership has provided a platform to connect the FinTech’s merchant and local communities with Newcastle United.

The SumUp-branded training kit has been introduced immediately across first-team, women’s and academy training sessions and pre-match warm-ups.

The agreement has combined FinTech branding with merchant engagement initiatives, as SumUp has continued expanding its presence among small and medium-sized businesses in the UK. The partnership has also provided Newcastle United with another commercial tie-up as the club has sought to expand its business network and fan engagement activities.