Newcastle United have announced JD Sports as their new official sports retail partner.
The deal means the retailer, which has more than 1,200 stores in 24 countries, will stock Newcastle’s 2024-25 home, away and third season kits, produced by sportswear giant Adidas.
In April, rival retailer JD Sports Direct tried to get a court injunction to block the deal, claiming it breached competition laws.
Sports Direct, run by former Newcastle owner Mike Ashley, was also seeking £1.5 million ($1.9 million) in damages.
Ashley sold the club for £305 million ($386 million) to Saudi Arabia’s Public Investment Fund in 2021 after 14 years at the helm, facing protests from fans over alleged lack of investment.
Lawyers for Sports Direct said preventing the “highest bidder” from selling next season’s club kits would harm consumers.
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Thomas de la Mare QC, representing Newcastle, said the deal was a “three-way” deal – common practice in the market – between the club, manufacturer Adidas and JD Sports, which would not breach fair competition laws.
The Competition Appeal Tribunal (CAT) dismissed Sports Direct’s case on April 12. The three-judge panel ruled unanimously to reject the verdict, citing that Sports Direct did not “show a serious matter to stand trial”, which they did not consider necessary. was forced to take a temporary measure.
The parties will now go to court to resolve the dispute. No hearing date has yet been confirmed.
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