Roger Hampel
Photo Credit: Newcastle United
Sela, Newcastle United’s front-of-shirt sponsor and a major operator in sports, entertainment, and live experiences, has reinforced its international expansion with a high-profile activation in London ahead of the Carabao Cup final. The Middle East-based company projected Newcastle United players onto Millbank Tower, marking both its growing presence in the UK and its continued investment in football sponsorship.
Strategic Expansion in the UK Market Newcastle United Sela
Sela’s lightshow spectacle in central London coincided with its official announcement of an international headquarters in the UK, reflecting the company’s global ambitions beyond the Middle East. The sponsorship activation saw Newcastle United stars Alexander Isak, Bruno Guimarães, and Dan Burn illuminated on the 390ft Millbank Tower, combining match highlights and animations celebrating the club’s journey to the Carabao Cup final.
This move is part of Sela’s broader strategy to establish itself as a leader in live entertainment and sports sponsorships on an international scale. By integrating brand visibility with immersive fan experiences, Sela is positioning itself as a key commercial player in global football.
Photo Credit: Newcastle United
The Business of Fan Engagement in Football Sponsorship
Football sponsorship has evolved far beyond traditional logo placement on kits, and Sela’s approach exemplifies how brands are using immersive marketing strategies to deepen connections with fans. The lightshow activation, combined with the company’s commitment to gifting every Newcastle United fan a limited-edition scarf at Wembley, demonstrates a focused investment in matchday experiences and long-term brand affinity.
Ibrahim Mohtaseb, Sela’s Head of International Business, highlighted the significance of this campaign:
"This is a huge moment for the club, fans, and city of Newcastle – it only felt right to bring it to life in true, spectacular Sela fashion. Fans are the heart of the club, so we are thrilled to produce this show for them and provide every fan with a scarf inside Wembley on Sunday to thank them for their loyal support."
The initiative builds upon Sela’s reputation for fan-first sponsorships, which has already resulted in 72 industry awards—making it the most awarded football sponsorship campaign globally this year.
London Expansion: A Key Market for Sela’s Growth
Sela’s decision to open an international headquarters in London aligns with its strategic vision of growing its presence in Europe. London serves as a global hub for sports business and major live events, making it a logical expansion point for a company specializing in large-scale entertainment experiences.
By integrating its Newcastle United sponsorship with a high-profile activation in the UK capital, Sela is signaling its long-term commitment to the European sports and entertainment market. This move also comes at a time when Middle Eastern investment in European football continues to grow, reflecting a broader industry trend of regional brands using football partnerships to drive international brand recognition.
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