Fenwick has been named as the official luxury retail store partner for Newcastle United.
The partnership will see the department store takeover the club’s The Rooftops bar.
Fenwick said it marked the next phase of its £40m investment into transforming its Newcastle flagship into the “ultimate next generation store for the Northeast”.
The retailer’s strategic partnerships director Leo Fenwick said: “Partnering with Newcastle United FC marks the beginning of an exciting new chapter for Fenwick, which has been an anchor in the city since we first opened over 140 years ago, bringing our unique curation of fashion and hospitality to the community.
“We are incredibly proud to be on a shared mission to support local talent, creativity and passion, whilst putting the city and Northeast on the map globally.
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“With our ongoing investment programme transforming our store for the future, we’re pleased to join wider efforts to invest in the region, and this partnership will only serve to amplify our reach and impact.”
The retailer, which sold its Bond Street flagship last year for £430m, launched its first ad campaign ‘Quiet No More’ in September as part of its strategy to evolve the 140-year-old brand.
Newcastle United chief commercial officer Peter Silverstone said: “We are incredibly proud to be teaming up with Fenwick – an organisation that is very special to Tyneside.
“Newcastle United and Fenwick have a combined 270 years of history and heritage in the heart of Newcastle. We share a passion for the city and its people.
“After recently launching its Quiet No More brand campaign, there could not be a better time for Fenwick to turn up the volume by joining forces with Newcastle United; one of the loudest and most talked about clubs in Europe and across the globe.
“We look forward to supporting Fenwick as it embarks on an ambitious programme of investment, transformation and global recognition as we continue on our own upward global trajectory, both on and off the pitch.”
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