‘Electrifying’ Newcastle United partnership confirmed as £63m ‘secret’ revealed in fresh footage
Newcastle United and Saudia’s new partnership with Formula E has been confirmed.
Saudia, the commercial partners of Newcastle United, have officially announced a new collaboration between the football club and Formula E. The partnership was hinted at on social media earlier this week, with fans invited to speculate on the identity of the ‘Secret Driver’ seen arriving at St James’ Park in a Newcastle-themed Formula E car. In the video reveal, Newcastle players Anthony Gordon and Elliot Anderson await the arrival of the ‘Secret Driver’, who turns out to be the striker Alexander Isak. Gordon jokingly asks Isak if he preferred the car over taking the bus, to which Isak responds with a grin, indicating that the car was indeed a faster option.
Formula E, a form of electric car motorsport akin to Formula 1, has teamed up with Saudia and Newcastle for their latest venture. Newcastle’s association with Saudia began last year with a ‘multi-year deal’ establishing Saudia as the club’s official airline partner. This collaboration stemmed from their initial partnership in December 2022 during a warm-weather training trip and friendly match against Al-Hilal in Riyadh.
#Saudia, @FIAFormulaE & @NUFC unite in an electrifying fashion as The Secret Driver races to St. James’ Park!⚡️🔥
But who is the driver beneath the helmet?… Watch to find out! ✈️⚽️🏎️@Diriyah_EPrix #TheSecretDriver #TakeYourSeat pic.twitter.com/P36sbbmpyE
— Saudia (@SaudiAirlinesEn) May 9, 2024
Peter Silverstone, Newcastle United’s chief commercial officer, expressed enthusiasm about the evolving relationship with Saudia, emphasizing their successful partnership in the previous year. He highlighted Saudia’s positive impact on the club’s global fanbase through various activation efforts, aiming to elevate Newcastle’s prominence internationally, especially in Saudi Arabia and beyond.
Additionally, the Saudi Arabian Public Investment Fund, holding an 80% stake in Newcastle, has invested in Formula E, aligning with Saudia as an official airline partner for the motorsport event.