Newcastle United have announced JD Sports as the club’s new official sports retail partner.
The deal means the retailer, which has more than 1,200 stores across 24 countries around the world, will stock Newcastle’s home, away and third kits for the 2024-25 season, which are manufactured by German sportswear giant Adidas.
In April, JD’s rival retailer Sports Direct sought to obtain a court injunction to block the deal, arguing it breached competition law.
Sports Direct, run by former Newcastle owner Mike Ashley, is also seeking 1.5 million pounds ($1.9 million) in damages.
Ashley sold the club to Saudi Arabia’s Public Investment Fund for 305 million pounds ($386 million) in 2021 after a 14-year spell in charge marred by fan protests over a lack of investment.
Lawyers for Sports Direct said blocking the “lowest priced retailer” from selling next season’s club kits would harm consumers.
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Newcastle’s agent Thomas de la Mare KC said the deal was a “three-way” arrangement between the club, manufacturers Adidas and JD Sports, which he said was common practice in the market and did not breach fair competition laws.
The Competition Appeal Tribunal (CAT) dismissed Sports Direct’s appeal on April 12. The three-judge panel unanimously ruled to refuse an injunction because Sports Direct had “failed to show that there were significant issues to be considered”, meaning they did not see the need for interim measures.
The parties plan to go to court to resolve the dispute, but no trial date has been set at this time.
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