British football team Newcastle United have announced department store chain Fenwick as their official luxury retail store partner.

The strategic alliance marks the next phase of investment for Fenwick, amid a £40m renovation project to transform its Newcastle flagship into the “ultimate next-generation store for the North East [of England].”

The collaboration comes at a poignant time, coinciding with Fenwick’s bold initiatives, including the launch of its Quiet No More brand campaign.

The national retailer said its new brand campaign, introduced in September, “is all about speaking up, making a statement and putting Fenwick where it should be – in your group chat, on billboards and, crucially, top of your list for style.”

Fenwick’s imprint on St. James’ Park

As a testament to the depth of this collaboration, Fenwick will lend its name and expertise to the Premier League club’s bar The Rooftops at St. James’ Park.

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This enhancement is part of the multiyear deal that solidifies the national retailer’s influence on Newcastle United’s premium hospitality offerings.

Peter Silverstone, Newcastle United’s CCO, said: “With such incredible attention to detail and commitment to excellence, Fenwick is also the perfect partner for The Rooftops with Fenwick where we will provide memorable Newcastle United and Fenwick experiences for our members and guests.”

Strategic vision and shared passion

Commenting on this partnership, Silverstone expressed pride in teaming up with Fenwick.

“Newcastle United and Fenwick have a combined 270 years of history and heritage in the heart of Newcastle. We share a passion for the city and its people.

“We look forward to supporting Fenwick as it embarks on an ambitious programme of investment, transformation and global recognition as we continue on our own upward global trajectory, both on and off the pitch.”

Leo Fenwick, strategic partnerships director at Fenwick, echoed the sentiment, stating that partnering with Newcastle United marks an exciting chapter for Fenwick.

“We are incredibly proud to be on a shared mission to support local talent, creativity and passion, whilst putting the city and North East on the map globally.

“With our ongoing investment programme transforming our store for the future, we’re pleased to join wider efforts to invest in the region, and this partnership will only serve to amplify our reach and impact.”