October 29: Newcastle United have signed French champagne house Taittinger as their official champagne partner on a multi-year deal.
Taittinger Brut Réserve and Prestige Rosé will be poured in hospitality areas on match days and at selected club events, along with Domaine Evremond Classic Cuvée, an English sparkling wine.
When you think of alcohol and Newcastle United, thoughts immediately go to the big blue star that advertised Newcastle Brown Ale on the club’s shirts in the early to mid-1990s. However, Newcastle Brown Ale has not been brewed on Tyneside for years, having moved to Yorkshire, but remains part of the city’s identity.
A glass of Prestige Rosé will cost you more than a pint of Newkie Brown, and you’re unlikely to drink it from the bottle at the Gallowgate.
The deal follows a £10m summer investment in the stadium’s hospitality facilities, with the club chasing corporate guests and high-value customers who will happily pay for the upgrade.
“The Taittinger family has a long and proud history of association with some of the most prestigious sporting events in the world,” said Dave O’Connor, chief revenue officer.
“Their decision to partner with us is a reflection of the ambition we have as a club and our commitment to constantly raise the bar. We look forward to working together as we set new benchmarks for luxury matchday hospitality at St James’ Park.”
Mills Easby, UK director of Taittinger, said: “The Taittinger family is delighted to be partnering with Newcastle United, a club that is not only an icon of English football but is as firmly established as the heart of the North East.”
It is the club’s second commercial deal in a week, following a deal with Corpoy Cross-Border as official FX partner.
Premium hospitality is one of English football’s fastest growing revenue streams, with higher margins than general admission and less political sensitivities than ticket prices. With demand for seats at St James’ Park well beyond capacity, Newcastle are making sure the more expensive ones come with a glass of something French.
Contact the writer of this story, Nick Webster. At (email protected)
