Newcastle United Football Club Partnership
Newcastle United welcomed Fenwick as its Official Luxury Retail Store Partner from December 2023. With a significant shared history in Newcastle, the partnership aims to celebrate and support the community, increase awareness of the city and brands, whilst reaching existing customers, fan and a new audience. The partnership is part of a wider investment by Fenwick in to the Newcastle flagship, as part of a £40m renovation project.
Key achievements from the 24/25 partnership:
50.6 million global audience have seen the Fenwick brand between August and December 2025 (Neilsens)
£1million stadium QI media value between August and December 2025 (Neilsens)
£355,000 sales delivered through Newcastle United pop up shop in Fenwick from November 2024
Permanent concession space agreed for September 2025, forecast to deliver £1million in revenue over the first year
£84k in revenue from out of hours shopping events with Newcastle United Business Club members
3 new dishes introduced into Fenwick Newcastle owed restaurants, developed in collaboration with the men’s team
110 guests attended the womens derby match at St James Park as a guest of Fenwick, hosted in the partnership hospitality area ‘The Rooftops with Fenwick’
£200k in VIP card spending
£30k in Newcastle United club corporate gifting through Fenwick
My role entails the strategic planning of all partnership contractual rights with the club, from planning days through to execution of
Men’s team, women’s team and past legend appearances
Hospitality in the Rooftops restaurant
Digital content across email and social media
Collaboration product development, new kit launches and sales delivered through the the Newcastle United pop up shop
Newcastle United windows and creative executions within Fenwick Newcastle store
Player fashion dressing opportunities and personal shopping appointments
All support for the NUFC Foundation (charity)
Match day deliverables (program ads, LED’s, digital screens) and all Fenwick branding within the stadium
Total account management, project management and budgeting
Men’s Team Appearance - From Pitch to Plate
With the objective of driving footfall and bookings to Fenwick Newcastle owned restaurants, I utilised one of our men’s player appearances to capture the players creating and cooking three new dishes created in collaboration with the players and football club.
Concept
The champion of the kitchen will well and truly be revealed in this challenge where Ready, Steady, Cook meets The Great British Bake Off.
Under the expert supervision and guidance of Fenwick’s own Head Chef, three players go head-to-head, proving whether their skills in the kitchen are as good as they are on the pitch. The player’s each cook a dish that will be introduced into the Fenwick restaurants. The dishes are then scored on presentation, cookery skills, and taste. Who will thrive on the stress of the kitchen. And who will buckle under the pressure?
New dishes
The Toonali Pizza in Fuego
Howay Mag-Pie in The Terrace
Toon, Toon, Black and White Cake in Mason & Rye
Campaign Results
Total campaign reach of 709k
Total campaign impressions – 2.1m
Total video views – 1.3m
Total CTA – 42k
Men’s Team Appearance - Stylish or Stitch-Up?
As Newcastle United's Official Luxury Retail Store Partner, it was only a matter of time before we put some of the players to the ultimate style test. Overseen by Menswear Buying Manager, Mithun Ramanandi, we asked Callum Wilson, Anthony Gordon and Paul Dummett to flex their fashion muscles in a ‘Stylish or Stitch-Up’ challenge.
The Rooftop with Fenwick Hospitality Event
- The Winner’s Mindset
As part of the Fenwick loyalty scheme, I invited a select group to experience The Rooftops with Fenwick, as the women’s team took on their rivals at St James Park. Access to this hospitality experience is highly sought after, so allowed Fenwick to treat VIPS and top tier customers, local and regional brand partners, national and regional press, and strategic brands stocked within Fenwick.
Concept
There is no such thing as a level playing field, and in some cases, you need to build the field before you can play on it.
On this rare occasion Newcastle United Women play at St James’ Park (to, ahem, defeat their Sunderland rivals…), Fenwick will host a day exploring The Winner’s Mindset.
We look at how this team of top athletes have built their pathway to success together while “Thinking Big”; simultaneously improving their skills while expanding their stage and audience. We will also be joined by a panel of trailblazing leaders from the worlds of business, sports and music who will share their insights and strategies for a winner’s mindset. Not only are they leaders in their field, but they have all expanded or changed the very field they play on.
Whether you want to win at life, business or simply enjoy the sport, there is sure to be insight and inspiration for all. Champagne for champions all round.
Results
Fenwick received an incredible amount of positive feedback and thanks following the event:
Thank you for a fabulous afternoon we all loved it, we flew in from Paris just to attend. Very much feel part of the family.
Please can I say a massive thank you to Team Fenwick for an absolutely fantastic Sunday afternoon. The quality of the food, drink and the company was exceptional. If there is anything I can personally do to support amplifying the Fenwick message, please do shout.
I wanted to write and say a huge thank you for inviting me on Sunday. It was a truly inspiring and buzzing event and wonderful to meet so many amazing women, in the perfect surroundings, and with a Newcastle United win for the lasses! Truly a day I will remember with great memories for some time. Please do accept my huge thanks to you and pass onto all the team at Fenwick for such a perfectly organised event, not to mention goody bag!
Thank you so much for inviting us to a wonderful afternoon at St James Park. It was really special to be included at the first ever women’s Newcastle v Sunderland derby and to join the biggest ever English crowd at women’s football. Wow! The food was (of course) delicious, the wine incredibly generous, but it was the company and the score-line that made the event really sing. LOVE IT that you’re sponsoring Newcastle and what a time to do it!!
Please pass on my thanks. From the welcome, to the panel talks and the match itself, the best Fenwick event to date.
Women’s Team Appearance
Overseen by host Georgia Gibson, we asked Grace Donnelly, Olivia Watt and Jasmine McQuade to leave their football skills on the pitch and join us at Fenwick Newcastle to secure their off-season summer essentials. The group explored some of their favourite parts of the store including the world-famous food hall, Summer shop and the beauty hall, before adding some picks to their picnic basket, suitcase, and night-out bag.
Legend Appearance
Fenwick were joined by Newcastle United legend Rob Lee and his son Olly at Fuego by Fenwick for an exclusive father and son Q&A. Customers were invited to relive Rob’s career in the famous black and white, from being part of Kevin Keegan’s Entertainers side, through to his memories of playing for the late, great Sir Bobby Robson. The in-discussion event took a look back on Rob’s influence on his son Olly’s football career and how he made sure he grew up supporting the Magpies.
Foundation Gala - Player Styling
The inspirational achievements of a proud and diverse community connected by Newcastle United were celebrated and acknowledged at the Newcastle United Foundation gala. The exclusive event returned to St. James’ Park, honouring the accomplishments of children, young people, families, adults, and staff following an extraordinary year for the charity.
In additional to arranging auction prizes to help raise funds for the charity during the gala, Fenwick styled all players attending the gala.
