Newcastle United has extended its partnership with Fenwick, the iconic North-East founded department store, reinforcing a shared commitment to create memorable retail experiences for fans, shoppers and the wider community.
A strengthened relationship between two of Tyneside’s most cherished institutions sees Fenwick renew its role as the club’s Official Luxury Retail Store Partner.
The luxury brand will continue to lend its name and expertise to ‘The Rooftops with Fenwick’ premium hospitality experience at St. James’ Park, as part of a bolstered multi-year agreement.
Furthermore, an enhancement of a joint retail proposition underpins the partnership. This culminated in the introduction of a Newcastle United pop-up shop at Fenwick’s flagship store on Northumberland Street, contributing to a 5% increase in footfall at the store since the partnership began.
In celebration of the continued partnership, Fenwick and Newcastle United have unveiled ‘Match Ready’, a campaign that honours the ritual of match-day preparation presented primarily through a new short film.
Told through the lens of Newcastle United’s men’s players Nick Woltemade, Sandro Tonali, Kieran Trippier and women’s team player Molly Pike, as well as club legend Jonás Gutiérrez and devoted Magpies fans from across the North East, Match Ready captures the quiet moments and personal rituals that unite the city on matchday. More than football, matchday in Newcastle is about pride, identity, and showing up for your city.
The renewed partnership also underscores Fenwick’s commitment to champion women’s football through Newcastle United Women. At the recent Derby Day at St. James’ Park, Fenwick hosted a panel discussion to honour the ‘Power of Presence’ and elevate inspiring voices across the women’s game.
This followed on from the success of last year’s event ‘The Winner’s Mindset’ which took place ahead of a history making day which saw a record attendance of 38,502 for the Barclays Women’s Championship.
David Hopkinson, Newcastle United’s Chief Executive Officer, commented: “Our partnership with Fenwick continues to grow in strength, built on a shared pride for our city and people.
“Fenwick’s expertise has already elevated our luxury hospitality offering at St. James’ Park and will now continue to bolster our retail presence in the heart of Newcastle, through the new permanent retail concession on Northumberland Street.
“Sales of club merchandise at Fenwick have doubled since the concession launched last month, and the store is set to become a must-visit destination for fans in the lead-up to Christmas – offering even greater access to kits, apparel, accessories and exclusive ranges.
“Renewing our partnership with Fenwick reinforces a joint commitment to deliver exceptional experiences that bring fans and the wider community closer to the club.”
Leo Fenwick, Strategic Partnerships Director at Fenwick, commented: “Extending our partnership with Newcastle United marks a proud continuation of an exciting chapter for Fenwick, a cornerstone of the city for over 140 years. This collaboration allows us to continue delivering excellence in hospitality and retail, creating unique experiences that bring fashion and sport together.
“As we continue to transform our store for the future through our ongoing investment programme, this extended partnership amplifies our collective efforts to support our community, while showcasing the North East on a global stage.”
