- August 14, 2025
- Posted by: SportsV
- Categories: Home News, Industry News, News, Press Releases
Newcastle United’s Fan Engagement Plan (FEP) for the upcoming 2025/26 season has been published, underlining the Club’s commitment to putting supporters at the heart of everything. Something else that is sure to be a welcome addition for the fans, is NUFC’s announcement of their global partnership with Guinness.
Continuing to work closely with supporters, groups and the Fan Advisory Board (FAB), the plan highlights Newcastle United’s approach to working with fans across all levels of the club, from senior leadership through to daily contact with fan-facing staff and the Supporter Services team.
During the 2025/26 campaign, NUFC are committed to:
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Ensuring senior representation from the club’s executive team at each FAB meeting.
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Conducting fan workshops to review off-pitch topics to improve supporters’ experiences.
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Growing the recently launched Official Supporters Clubs, with dedicated events and online activities for supporters in the UK and overseas.
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Additional meetings with other fan groups.
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Supporting fan engagement for Newcastle United Women.
Community Commitment
The club website states:
“Our place in the heart of our community is a great privilege, and we take our responsibilities seriously.
“In addition to our important work alongside Newcastle United Foundation, which changes the lives of more than 65,000 people each year, we are continuing our longstanding support for a number of supporter and community initiatives. This includes our hugely popular Memory Café at St. James’ Park, which uses the power of Newcastle United and the club’s incredible history to unite and support those with memory loss illnesses.
“Our annual ‘A Helping Hand at Christmas’ campaign will also return. We will support thousands of people across colder winter months, making sure they have access to a warm, safe space, essential services and activities that bring the community closer during the festive period.”
Find out more
Newcastle United’s FEP is part of the club’s commitment to the Premier League’s wider Fan Engagement Standard. All activities for the coming season can be found here.
The 2025 SVB LIVE Conference & Exhibition – focused on elevating the live experience – is being held at Villa Park on October 6th and 7th. An Opening Night Icebreaker will kick things off on October 5th at bp pulse LIVE or Utilita Arena Birmingham and the SVB LIVE Awards will bring the event to a close on October 7th at the home of BCFC.
Global Partnership with Guinness
In other news, Newcastle United and Guinness have agreed a multi-year global partnership that will see the iconic Irish stout become an official club partner.
The partnership will see Newcastle United fans have access to the beautiful taste of Guinness and Guinness 0.0 at St. James’ Park, throughout the concourses and in hospitality areas.
Ahead of the launch, Premier League Partner, Guinness, supported Newcastle United’s exclusive fan event in South Korea as part of the club’s pre-season tour to Asia. Over 250 supporters joined players and legends for an afternoon of entertainment, giveaways and pints of Guinness to celebrate the unrivalled community spirit of the Toon Army, at home and overseas.
Commenting on the partnership, Newcastle United’s Chief Commercial Officer, Peter Silverstone, said:
“Newcastle United and Guinness are two iconic global brands that were destined to unite. They will help us deliver unforgettable experiences for supporters in Newcastle and across the globe.
“Guinness is joining us during an exciting period of rapid transformation. Since 2021/22, our global TV audience has risen 66% – the second-fastest growth among Europe’s top clubs – and last season we were the Premier League’s fastest-growing club on social media, offering a powerful platform to reach Guinness’ markets worldwide.”
Somnath Dasgupta, Marketing Director Global Sports Partnerships at Guinness, said:
“Newcastle United is a famous one-city club with a passionate fanbase that transcends geographies to reach into all corners of the world. We are incredibly excited to further scale and deepen our association in football, and kick-off new rituals with the Geordie faithful worldwide.
“The atmosphere at St. James’ Park is legendary, and we are delighted that Guinness and Guinness 0.0 will become part of this unforgettable fan experience for home and away fans from the start of the season.”
Building on its role as the Official Beer and Official Responsible Drinking partner to the Premier League, Guinness will also use its global rights to promote and encourage responsible drinking.
Guinness and Newcastle United are also committed to enhancing sustainability efforts at St. James’ Park through a stadium recycling programme.
Source & imagery, courtesy: NUFC
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