Newcastle United have announced a lucrative commercial deal which, interestingly, is part of a wider strategy within the Premier League.

The Toon Army have become unusually acquainted with the club’s sponsorship dealings in recent years for a Premier League fanbase

Why? Because commercial revenue is absolutely central to the club’s long-term strategy to unlock the endless wealth of the Saudi Public Investment Fund.

Unlike matchday income and TV cash, there are very few barriers to accelerating commercial revenue – and that could be crucial, with every extra penny earned going straight Eddie Howe’s budget.

We’ve already seen this during PIF’s three years at St James’ Park, with the income stream jumping from £21m in 2020-21 to £47m in 2022-23.

That figure will rise again when they release their 2023-24 accounts, and again when they post their figures for 2024-25.

That is thanks in large part to new deals with kit manufacturer Adidas and front-of-shirt sponsor Sela, as well as the circa £10m they received from their bespoke Amazon documentary.