Newcastle United have secured a bumper shirt deal with Saudi events company Sela.
The agreement is worth around 25m-a-season and will replace Fun88's 6.5m-a-year arrangement.
Darren Eales, CEO at Newcastle United, said: "We are delighted to welcome Sela as our new front-of-shirt partner. This partnership follows a highly competitive commercial process and we believe we have found the perfect front of shirt partner to support us in reaching our objectives on and off the pitch.
"We team up at an exciting time in the history of both organisations given both share an ambitious vision to expand their brands globally.
"Fan engagement is central to what we do at Newcastle United and, in Sela, we are partnering with an organisation with shared interests that has delivered incredible events and experiences to millions of people over many years.
"Closer to home, we will work closely on the design and operation of a new fan zone area at St. James' Park, taking inspiration from Sela's incredible properties elsewhere."