The Magpies go into the next two transfer windows on the back of a £250m spending spree but things could get even better for Eddie Howe
NEWCASTLE UPON TYNE, ENGLAND – JANUARY 15: A flag saying ‘We Love You Newcastle’ is pictured along with one of the Tyne Bridge in the Gallowgate End during the Premier League match between Newcastle United and Watford at St. James Park on January 15, 2022 in Newcastle upon Tyne, England. (Photo by Stu Forster/Getty Images)
Newcastle United head coach Eddie Howe has a recruitment dream to have at least two top-notch stars competing for each position at St James’ Park.
Anybody who thought Newcastle were simply going to eat into the Saudi billions that sit in the bank in Riyadh when the takeover was completed in 2021 quickly realised it was never going to be that simple.
Toon chiefs accepted long ago that the only way to succeed would be to play by the Premier League’s profit and sustainability rule book and that has been the case down the corridors of power at St James’ Park.
So much so that in summer 2024, Newcastle were unable to fill a financial black hole with a Saudi cash injection and instead were forced to sell Academy star boy Elliot Anderson – a tough decision that could yet see him sign for a rival such as Man City or Arsenal for £75m when Newcastle should be enjoying the England international’s continued rise.
Here’s what the next few months could look like for the Magpies as they look to climb up to the next step.
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Change in status in Deloitte Football Money League and the £400m pledge
Just as former CEO Darren Eales signed off from the boardroom, he made it clear the strides that Newcastle have made in terms of a commercial revenue pile. The annual Deloitte Football Money League is usually an indication of where clubs are at.
Newcastle had tumbled out of the top 20 under Mike Ashley as the commercial department was stripped bare and big opportunities were missed. Ashley dumped Adidas for Puma in 2010, gave up the club shop to allow Castore to take over with an inferior deal a few years later and sold land on Strawberry Place to investors.
With that land now a fanzone, with the STACK doing a roaring trade and Adidas back at St James’ with the club shop in great shape, Newcastle returned to the Deloitte top table under Saudi ownership. Not just because of the Saudi billions behind the club, but after beefing up the commercial department and making smarter decisions.
This week fans queued from 8am to get their hands on Adidas gear retailing at as high as £230 a piece, while profits from the STACK came in last Christmas at around £1.5m as fans as revellers partied over the festive period.
It all points to a big profit coming up when the next figures are announced with Eales stating: “In terms of revenue, we have gone from £140m in 2021 to the coming season because we are in the Champions League, it is going to be well north of £400m.”
Newcastle sat in 15th place at Deloitte’s top table and many wonder if they will make it into the top 10 this time around. Chelsea occupied 10th spot last time out and delivered a profit of £511m meaning that could be a push.
Borussia Dortmund were next in 11th with £364m while Atletico Madrid were next in 12th with £364m and the two Milan clubs were hot on their heels. AC Milan had a £342m profit and Inter weighed in with £328m.
If Newcastle do jump from £250m to £400m they could well be on the coat-tails of Chelsea and sit just outside the top 10, but if there are any big fallers they could sneak in, either way the Magpies look set for a better position.
January spending for Howe?
Newcastle never have or never would shout about how much they have to spend ahead of any window, but the suggestion from behind the scenes is that there is money to spend in January if Howe sees a player he likes.
The winter window usually boils down to what the head coach needs if injuries have kicked in or a particular position needs to be filled. As things stand, the word from United sources is that no “major surgery” is needed.
Bringing in younger players that could help bolster the squad seems on the cards, but Howe has always said if there is a deal that can be done, he has the backing to go for it, and with sporting director Ross Wilson gearing up for his first window, he may want to make an early impact.
As reported by Chronicle Live last weekend, Marc Guehi continues to be scouted by Newcastle and remain in the mix for the England centre-back. With a £25m January price tag, Newcastle can’t be discounted just yet despite a close miss when Liverpool tried to sign the star on deadline day.
But the fact that Newcastle were still doing deals, some enforced, towards the end of the window, shows there is money to spend. After a series of barren trading periods, things are looking up again on the recruitment front.
Going for gold in the commercial world?
The arrival of CEO David Hopkinson was not only much-needed in terms of organisation but also a chance to enhance Newcastle’s already excellent commercial department.
Hopkinson has a reputation for going for the big deals after stints in North American sport and at Real Madrid.
Hopkinson said: “At MLSE (Canadian franchise in Toronto) I spearheaded transformative initiatives including the landmark Scotiabank Arena naming rights agreement ($800M+ CDN), while overseeing multiple professional sports franchises.”
That could lead to a potential training ground sponsor of stadium naming rights deal. With Newcastle knowing that the short-term project could still be at St James’ Park – with Euro 2028 hosting duties on the horizon – there could also be a deal to be had on Gallowgate.
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