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I just received this email from Newcastle United – Could it have been even more inappropriate?

3 weeks ago

Newcastle United have partnered up with Castore.

Who knows whether this is a good deal for Newcastle United, the fans, Mike Ashley…as ever with things at NUFC under this owner, transparency is a dirty word.

Unless of course it comes to when Mike Ashley is attempting to rouse the masses against the Premier League, Ashley declaring them a disgrace because of their lack of…transparency.

Anyway, Castore are the new kit deal partners, plus they are now running what used to be the last club shop Mike Ashley hadn’t closed, before it appeared to become what appeared to be a Sports Direct store, now a Castore store…again, who knows what financial benefit will filter through to Newcastle United, if any?

Castore are also looking after online sales for Newcastle United.

So today at just after 8am, I received this email from Newcastle United / Castore, some seven hours before kick-off at Watford…

The email entitled ‘Get Your 21/22 Third Shirt Today! Watch The Players Wear The 21/22 Third Shirt Today’…

Castore Newcastle United Third Shirt

Look at the text used…


Get prepared for today’s match against Watford with the new 2021/22 Third Shirt.

The abstract design takes inspiration from geometric shaping of the Tyne Bridge beams. The jersey has set-in sleeves, rib cuffs and NUFC wording on the back to inspire every fan. Complete with Castore branding and the NUFC crest on the front. These are some of the carefully considered details in this third kit.

Better Never Stops’

Honestly, could it possibly have been even more inappropriate?

I don’t think so.

Castore clearly are a company that are looking to make it big where Premier League football is concerned and in other circumstances getting involved with a club like Newcastle United would be a no-brainer…but this is a Newcastle United owned by Mike Ashley.

I get the marketing jargon and what the message is trying to be…but with NUFC as it stands now in September 2021, where exactly does ‘Better Never Stops’ fit in?

Imagine the person at Castore or on behalf of them, who is given the job of trying to sell Newcastle United kit and accessories to the masses?

Just look at the three Newcastle United players who are in the advert above, I know the idea is that they are looking mean and moody for the shot, BUT I just see three NUFC players who look absolutely miserable. Just like the fans.

Advertising emails such as this come out on a regular basis from the club / Castore but after seeing this advert this morning, just how many of the tens / hundreds of thousands that receive it, will instantly think, yes, where’s my credit / debit card, I can’t wait to spend some money that will end up benefiting Mike Ashley?

Talk about a job against the World for the Castore marketing team.

The shirt sponsor just adds to the whole thing, it has always amused me that ‘FUN’ is on the team / replica shirts when we have this miserable Ashley and Bruce nightmare on our hands.

In the advert above, Castore tell is a selling point of this new third shirt is ‘NUFC wording on the back to inspire every fan’, I’m sorry but it will take a lot more than that to inspire me at this moment in time!!

How about ‘A New Start. A New Shirt. A New Better’…?

Well, you can’t disagree that there is a new shirt, as always, all three NUFC shirt designs changed every single season.

However, ‘A New Start’ and ‘A New Better’ at Newcastle United…? We wish!

There again, I suppose they felt that it wasn’t possible to use ‘Same Old Sh.t’ and ‘Nothing Ever Gets Better’ at Mike Ashley’s Newcastle United.

It is surely one of the greatest ironies ever, that Newcastle United were taken over by somebody who has absolutely dominated the high street when it comes to selling Premier League replica kits, yet sales of the NUFC kit have ended up so embarrassingly low in these past 14/15 years. At one time Newcastle United were amongst the very top few when it came to selling replica shirts and other kit, a real moneymaker for the club…

Maybe Castore do have a great future but until Mike Ashley sells up and takes the likes of Steve Bruce with him, the Newcastle United part of their operation will be an eternal struggle.

Nowhere more so than when it comes to positive brand marketing…


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