Company

In March 2025, Newcastle United won the Carabao Cup, and Sela, the club’s front-of-shirt sponsor, marked it with a drone show over Newcastle that recreated both goals from the final.

Sela is a Saudi events and experiences company, so when it signed a club-record deal with Newcastle United, it didn’t do sponsorship by halves. It took over a London tower, put a games-console bus on the road for away days, flew fans to Riyadh and helped deaf supporters feel the noise of a matchday. And the awards followed: in 2024, it became the most award-winning football sponsorship in the world.

But with so many sponsorship activations for Newcastle United, Sela needed one place to keep all the content, show fans everything it delivered and see how people were really reacting to it.

Challenge

Each of Sela’s campaigns was a moment of its own. Each one lived in its own posts, on Sela’s channels, the club’s channels and thousands of fans’ feeds.

That made the partnership hard to see as a whole. A fan who caught the drone show might never hear about the Howay Bus. And once the moment passed, the content slipped down everyone’s timelines and was gone.

The best part was getting lost too. Fans were loving it, calling Sela “best sponsor in the league” and thanking it for what it did for the club. But that praise was scattered across replies, with nowhere to show what the sponsorship really meant to the people it was for.

Sela wanted fans to do more than scroll past, too. It was running competitions all season, with signed shirts and money-can’t-buy experiences up for grabs, and it needed somewhere for fans to take part that was tied to the partnership.

Solution

So Sela used Amondo to build one home for the whole partnership, right on its own website: a single Gallery, branded in Sela’s green, that told the story of its time with Newcastle United, campaign by campaign.

Every campaign, curated into one place

Content from Sela, the club, broadcasters and fans flowed into the Amondo platform, from X, Instagram, TikTok and YouTube. Sela’s team could search it, filter it by campaign and pick the best photos, videos and posts in a few clicks, keeping anything off-brand out.

The Gallery was then split into sections, each with its own heading card, so fans could move through the partnership like chapters.

Fans’ reactions, right alongside

Each campaign sat next to what fans said about it. “Best sponsor in world football!” “A sponsor who gets and feels the club.” Reactions like these were curated next to the activations themselves, so the Gallery showed what Sela did and how much it meant.

That’s the kind of proof no logo can give. Fans trust other fans far more than they trust a brand, and that kind of trust can’t be bought. By putting real supporters’ words right next to its campaigns, Sela let them make the case for it. Nothing a sponsor says about itself lands quite like that.

Competitions that gave fans a reason to visit

The hub didn’t just ask fans to watch. It asked them to join in, with quizzes, photo uploads and prize draws for signed shirts and money-can’t-buy experiences. Every quiz played or photo shared meant more time spent with Sela, and a better feeling about the brand behind their club’s shirt. That’s how a sponsor earns loyalty, rather than just being seen.

That gave fans a reason to come to the hub, not just stumble across it. And because the competitions sat in the same place as everything else, fans who came to win a shirt saw the drone show, the Howay Bus and the rest of what Sela had done for their club.

On the pitchside boards at every home game

Getting fans there was the easy part. At every Newcastle United home game, the LED boards around the pitch flashed up the link to the hub along with a QR code, so fans could scan it from their seats and go straight there.

That turned every home game into a way in. Supporters scanned in from the stands, bringing a fresh wave of traffic to the hub every matchday.

Results

With all nine campaigns in one place, fans could finally see Sela’s partnership with Newcastle United as a whole, from the night the club won the Carabao Cup to the bus that took them to away games. And with competitions to enter and the pitchside boards pointing the way, they kept coming back to it.

The partnership became the most award-winning football sponsorship in the world, and the hub was where all that work could be seen in one place. Fans’ own words sat right beside it, showing what the sponsorship meant to the people it was for: “A sponsor who gets and feels the club.”