Sela speak out about ‘tough’ Newcastle negotiations as contract ‘thrown in drawer’

Sela hope to establish a ‘long-term partnership’ with Newcastle United following a successful conclusion to ‘tough’ negotiations last year.

That is according to Ibrahim Mohtaseb, the senior vice-president at Sela, who was speaking 12 months on from the Saudi Arabian events company being announced as Newcastle’s new front of shirt sponsor. This is a deal that has already benefited both parties; Newcastle see it as a ‘key gateway’ into the Saudi market, where 70% of the population are under the age of 30, while partnering with the Magpies has helped raise awareness as Sela expand into the UK.

In truth, it has gone beyond your typical sponsorship deal with Sela, who are part of the PIF’s portfolio, even launching haptic shirts to enable deaf Newcastle fans and those with hearing loss to feel the atmosphere inside St James’ Park for the first time. There have also been memorable drone and lights shows while Newcastle worked together with Sela on fan zone ideas ahead of the new venue opening later this summer.