One year after their trip to America, Newcastle United have landed in Japan.
Pre-season has taken Newcastle United to another part of the world, after they competed in the Premier League Summer Series in 2023.
That saw the Magpies compete in three different games against Premier League opposition, as they travelled America to prepare for the new season and promote their brand.
There were commercial benefits to the trip, but it was also massively taxing physically. In fact, it was seen as the starting point of Newcastle’s injury woes that plagued them all season.
Newcastle aim to expand their global fanbase with Japan trip
2024 is different, as Newcastle prepare for two smaller profile friendlies in Japan. They face Urawa Red Diamonds on Wednesday, before taking on Yokohama F Marinos on Saturday.
It will be an important trip for Eddie Howe, as he continues to prepare his players for the start of the 2024/25 season.
However, it will also be an important trip commercially. That is the view of TBR Football‘s finance expert Adam Williams, who has spoke to Geordie Boot Boys about Newcastle’s trip to Japan, why they chose to go and how much the club could make from it.
“I think in terms of the bottom line, this summer’s pre-season tour might be less successful than 2023/24,” he said.
“However, Newcastle are serious about expanding their global fanbase and they are casting their net wide to do that.
“The club absolutely do have a fanbase in east Asia, but it is less sizable than, say, its equivalent in the United States or other English-speaking territories.
“To grow that following, getting boots on the ground in the region is absolutely essential.
“You can then go on to nurture that fanbase in future years, potentially getting them to engage with the club on a financial basis – buying a shirt, paying to stream matches, potentially even visiting St James’ Park.
“You can then show that data to potential sponsors. If you can demonstrate that your following isn’t just in the North East, that opens completely new commercial opportunities.”
Newcastle tap into ‘key Adidas market’
The Newcastle United staff and players have arrived in Japan draped in their Adidas gear, having partnered up with the German brand ahead of the new season.
Fans absolutely love the new Newcastle home kit, and news of one of the away shirts appears to be imminent. It has been teased following the club’s arrival in Japan, and Williams has told Geordie Boot Boys that Adidas is a big reason why Newcastle have gone to the Far East.
“Japan is also a key Adidas market and I’ve heard that was a major factor in zeroing in on the country. “We’ve already seen a tonne of promotional materials advertising the kit with a Japanese motif.
“The optics are great. It is exactly the kind of thing they were missing under Mike Ashley, when they had a huge following but the brand was essentially geo-restricted.
“In terms of the raw, immediate financial benefits, I think Newcastle can expect to bank £3-6million from promoter fees, merchandise sales, sponsor tie-ins and a cut of ticket sales.
“Then you have perhaps less easily quantifiable benefits in terms of brand exposure. And those, in the long-term, are arguably even more important.”
Receive a digest of our best Newcastle content each week direct to your mailbox
