A tangled web of deals has been revealed, involving Sports Direct, Newcastle United and the owners of the club’s ‘preferred media partner’, The Mirror.

The Times have reported that The Mirror will pay around a quarter of a million pounds for its branding to be on show at Newcastle United’s Academy.

At the same time, the newspaper says that Sports Direct have agreed to increase their advertising spend with the newspaper group which includes The Mirror, with a figure of up to £400,000 due to be spent now.

This is to a backdrop of The Mirror getting privileged access to Newcastle United, including being the only newspaper invited to interview Steve McClaren when he became Newcastle Head Coach.

The Times:

‘The publisher of the Daily Mirror has agreed a pair of commercial deals with Mike Ashley’s Newcastle United and his clothing chain, Sports Direct, at the same time as the paper has won a series of exclusive interviews with the football club’s leading figures.

The Times has learnt that the Daily Mirror will pay an estimated £250,000 for its “branding” to be displayed at the Newcastle United academy for youth players.

In a second move, Sports Direct has committed to increase its advertising with the Mirror titles. The clothing chain is expected to spend between £200,000 and £400,000.’