NEWCASTLE UNITED have announced a new multi-year partnership extension with Saudi Arabia airline Saudia as they attempt to establish themselves as the most popular Premier League club in the Gulf state.

Saudia, the national flag carrier of the Kingdom of Saudi Arabia, flew head coach Eddie Howe and his players to Riyadh last season for a warm-weather training camp and a friendly against Al-Hilal and has become the club’s official airline partner.

The value of the deal has not been disclosed, but Newcastle have made no secret of their hopes of exploiting sponsorship opportunities in the Middle East since Amanda Staveley’s consortium, in which Saudi Arabia’s Public Investment Fund holds an 80 per cent stake, completed its takeover at St James’ Park in October 2021.

Commenting on the agreement, the club’s chief commercial officer Peter Silverstone said: “Our ambition is to grow Newcastle United globally and to become the most popular Premier League club in Saudi Arabia and other territories around the world.

“Saudia will open up new markets for Newcastle United as we strengthen our connection with fans across the globe.

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“We are very excited about the journey ahead. We relish the challenge and opportunity to support Saudia as it looks to expand its route network, and reach new audiences, through the huge global awareness Newcastle United can provide.”

The Magpies have repeatedly found themselves at the centre of “sportswashing” allegations since the new owners took charge after the Premier League accepted assurances of a separation between PIF, Saudi Arabia’s sovereign wealth fund of which club chairman Yasir Al-Rumayyan is governor, and the state.

They have since ploughed in excess of £350m into a squad which was fighting for top-flight survival when they arrived but is playing Champions League football this season for the first time in 20 years.