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Newcastle United Forms a Three-Year Partnership with SumUp as Training Kit Sponsor

Aug 21, 2026•about 4 hours ago

Contract Type

partnership

London

Description

Newcastle United has entered a three-year partnership with SumUp, making the fintech company their front-of-training-kit sponsor. This deal, valued at £15m overall, aims to enhance the club's training-related revenue and will prominently feature SumUp's branding across all training wear.

Company Information

Company

Sum Up

Location

London, Ontario, Canada

About

Today, the London-based company has expanded into a wider range of business services that are used by some 4 million small and medium businesses in 35 markets, and as it continues to scale out its ambitions, it’s closed in on a major round of funding of €590 million ($624 million). The money will be used for acquisitions, more hiring (it now employs some 3,000 people), and more organic product development, the company said. The investment — led by Bain Capital Tech Opportunities, with participation also from funds managed by BlackRock, btov Partners, Centerbridge, Crestline, Fin Capital, and Sentinel Dome Partners, and others — is coming in the form of 50% equity and 50% debt and values SumUp at €8 billion ($8.5 billion). A decade ago, SumUp was one of the army of fintechs that made names for themselves with dongles that turned basic smartphones into card payment terminals.

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Strategic

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Agreement Insights

Based on industry data
Strategic partnership established
Partnership agreements typically involve technology integration and joint go-to-market strategies
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Companies with recent agreements are 2.3x more likely to make additional purchases within 6 months

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