Newcastle United have landed their first commercial partnership under new Chief Commercial Officer Peter Silverstone after securing a deal with drink company Monster Energy. The brand will enjoy a 'digital presence' around St James' Park as the Magpies seek to increase their commercial revenue.
Commenting on the new partnership, Silverstone, said: " Newcastle United is on an exciting and ambitious journey to grow our global reach and fanbase. On this journey, we are eager to align with partners that share our global growth ambitions.
"Monster Energy is a brand that continues to enhance its global presence in the sporting world, and we are delighted to build this partnership and grow in new markets together."
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Silverstone joined the club earlier this season after leaving OneFootball, the world's largest football media platform, where he was Senior Vice President of Global Development. The new Newcastle chief was previously at Arsenal where his responsibility in the capital was to form relationships with major companies that both increased the Gunners' transfer kitty and broadened the already worldwide appeal of the north London outfit.
Silverstone played a key role in striking new partnerships with sponsors Fly Emirates and manufacturers Adidas, reportedly doubling Arsenal's kit earnings after leaving Puma. More sponsorships are expected for Newcastle as they look to reap the financial rewards heading into the club's new era.
The appearance of Fly Saudi staff at St James' Park and the Millennium Bridge also got supporters talking last week but confirmation from the club is awaited on exactly what it will mean moving forward. The company have recently had adverts displayed on the pitchside boards during home matches.
Newcastle CEO Darren Eales recently confirmed the club's stadium may be renamed in the coming years as the club search for extra revenue streams. But the arrival of Silverstone will help Newcastle bolster their transfer budget in the coming seasons as he uses his experience to broker new deals.
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