Newcastle United Signs South African Company KNOX Hydration to Training Ground Naming Rights Deal

Newcastle United has agreed a multi-year partnership with KNOX Hydration, granting the performance beverage brand naming rights to the club's training facility in a deal that combines commercial inventory with on-site product integration. Multiple sources indicate the naming rights deal is worth £6 million per year and will run for three years, totalling £18 million.

From 1 July 2026, the club's training centre at Darsley Park will be renamed "The KNOX," marking the first time Newcastle United has sold naming rights to its training ground. The agreement also includes sleeve sponsorship across training wear for the men's, women's, and academy teams.

The partnership extends beyond traditional sponsorship, with KNOX Hydration products set to be embedded within the club's high-performance environment, supporting player hydration and recovery across all levels.

Image by Newcastle Football Club

Chief Executive Officer David Hopkinson said: "We are thrilled to welcome KNOX Hydration as a world-class partner. They share our relentless ambition to disrupt the status quo and reach the pinnacle of our respective industries. This isn't just a branding exercise, it's a performance-led partnership that will also support our community. "As we integrate KNOX Hydration products into our daily environment at 'The KNOX,' we are giving our players the best possible tools to succeed, while driving the commercial growth necessary to compete at the very top. This is an exciting partnership for everybody at Newcastle United and KNOX, and we cannot wait to get started."

KNOX Hydration Chief Executive Officer John Schaefer said: "We are thrilled to partner with Newcastle United, a truly storied football club with a rich history and a bold future. "With new leadership and heightened ambitions, Newcastle's trajectory aligns perfectly with KNOX's own rapid ascent. Just as importantly, the club's incredibly dedicated fan base and the strong sense of community that surrounds Newcastle United make this partnership especially meaningful. We're excited to grow together and be part of that journey both on and off the pitch."

KNOX Hydration operates within the functional beverage segment, with a focus on performance, recovery, and everyday wellness. Its products are built around science-backed electrolytes and clean functional ingredients, targeting both elite athletes and active consumers. The company also positions itself across sport, fitness, and youth development, working with athletes, gyms, and community-based initiatives to expand access to performance hydration.

The brand is currently available in South Africa, Zimbabwe, Zambia, Mauritius, and Australia, using global partnerships to scale distribution and brand visibility across multiple markets.

The agreement begins as Newcastle United prepares to open a multi-million-pound expansion of its training complex, increasing the facility's footprint by more than 50 percent as the club continues to invest in performance infrastructure and commercial growth.