Newcastle United energised through recent partnership

Jake Mitchell13/01/2023 6:05 am13/01/2023

Premier League Club Newcastle United has commenced a new partnership with global energy drink company Monster Energy.

The deal will ensure that it will be shown off digitally at St James’ Park throughout the season

Founded in 2002, Monster Energy has a vast distribution stretching across 140 countries and is the most popular energy drink brand in the world with well-established partnerships across a variety of different sectors such as sport, events and gaming.

Monster Energy promise to their customers and business partners is to be authentic and credible – this has spoken in volumes of the past 20 years a lining with notable sports teams and athletes playing a part in the triumphs of all individuals and sports teams who are part of the team.

Newcastle United CEO Peter Silverstone commented on the new partnership in a statement:

“Newcastle United is on an exciting and ambitious journey to grow our global reach and fanbase,” he said.

“On this journey, we are eager to align with partners that share our global growth ambitions.

“Monster Energy is a brand that continue to enhance its global presence in the sporting world, and we are delighted to build this partnership and grow in the new market together.”

The partnership formed between the two businesses will be most beneficial particularly for Newcastle United who have recently been able to match it with the top tier clubs such as Chelsea, Liverpool and Manchester United – and as a result the fanbase of the club will grow to a global audience who will be more inclined to watch the Premier League and Newcastle United matches. Off the pitch, their development has also seen the addition of Sportsbreaks.com.

Jimmy Goodrich, Senior Vice President of Marketing at Monster Energy EMEA, added via press release:

“We’re excited to begin our new partnership with Newcastle United. Monster Energy is looking forward to building its relationship with the club and it’s incredible fanbase in the UK and abroad over the coming years.”

Monster Energy isn’t just an energy drink – it’s become a lifestyle brand due to its exposure in the sporting and entertainment landscape, altering the initial perception of the company’s business model or reason for existence.

Previous ArticleSKINS to bring compression sportswear to Perth GloryNext ArticleFootball West acquires new apparel supplier for key programs

Victory unites with Roasting Warehouse in culture-led partnership

Patrick Irving16/04/2026 8:55 am16/04/2026

Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

Patrick Irving15/04/2026 6:05 am14/04/2026

Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.