JD Sports has been announced as the new official sports retail partner of Newcastle United, with the company set to stock the club’s 2024-25 home, away and third kits. These kits will be manufactured by Adidas, a well-known German sportswear brand. JD Sports is an international retailer with over 1,200 stores in 24 countries worldwide.
However, this partnership was met with opposition from Sports Direct, a rival retailer run by former Newcastle owner Mike Ashley. Sports Direct argued that the agreement breached competition laws and sought an injunction to prevent it from going ahead. They also sought £1.5 million in damages.
Despite this challenge, the Competition Appeal Tribunal dismissed Sports Direct’s case on April 12, stating that there was no serious issue to be resolved. The tribunal panel ruled unanimously against Sports Direct’s claims, and the parties involved will now proceed to trial to settle the dispute. The court date for the trial has not been confirmed yet.
This legal battle comes after Ashley’s sale of the club in 2021 to the Saudi Arabian Public Investment Fund, ending his 14-year ownership that was marked by fan protests over perceived lack of investment. Despite this change in ownership, it appears that Newcastle is continuing its partnership with Adidas and JD Sports for its upcoming season’s kits.