We're Back

Sela x Newcastle United

Newcastle United is the beating heart of a one-club footballing city. Across its history, NUFC has spent 91 seasons in the topflight of English football and is renowned for its enigmatic and fiercely loyal fan base.

After a tumultuous period of divisive ownership and disappointing on-field results, the club has found stability and strength since 2020 under its new ownership and sponsors. In 2023, NUFC were returning to the UEFA Champions League after 20 years; now with Sela, a dynamic creator of spectacular experiences and iconic destinations, as their front of shirt sponsor. With fans’ passion at fever pitch, Sela wanted to use NUFC’s return to Champions League as moment to build affinity with the club, fans and community, whilst showcasing its entertainment capabilities. Sela surprised all by staging a UK-first: an awe-inspiring, football-themed drone show above the iconic St. James’ Park stadium on the eve of their return. The drone show saw NUFC’s iconic magpie mascot soar across the skies before transitioning into the black and white team shirts adorned with names including defender Kieran Trippier and Brazil international Bruno Guimarães. After recreating the club emblem, the drones formed to make a statement about Newcastle's return to the biggest stage: "We're Back". The show concluded with Sela's 'Spectacular Everyday'. Millions engaged globally, with ‘spectacular’ reviews from fans, stakeholders and institutions. The show became an incredible talking point across sport and the community, and helped Sela establish its brand.