Newcastle United Football Club Partnership

Written By Rebecca Underwood

Newcastle United welcomed Fenwick as its Official Luxury Retail Store Partner from December 2023. With a significant shared history in Newcastle, the two city icons will focus on celebrating community and local talent, as well as creating surprising experiences for the people of the Tyneside and beyond. The partnership is part of a wider investment by Fenwick in to the Newcastle flagship, as part of a £40m renovation project.

To fully leverage the partnership I deliver all partnership rights, including:

  • Men’s team, women’s team and past legend appearances

  • Hospitality in the Rooftops restaurant

  • Digital content across email and social media

  • Collaboration product and NUFC shop-in-shop within the Fenwick store

  • Newcastle United football windows at Fenwick

  • Player fashion dressing opportunities

  • All support for the NUFC Foundation (charity)

  • Match day deliverables (program ads, LED’s, digital screens) and all Fenwick branding within the stadium

Men’s Team Appearance

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.

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.

Rebecca Underwood
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Fashion Futures Campaign