KNOX Hydration Scores Big with Newcastle United

A major milestone has been reached for South African business and sport. KNOX Hydration has secured a landmark partnership with Newcastle United, marking the first time a South African-founded brand has obtained naming rights at a Premier League training ground.

A first for Newcastle United

From 1 July 2026, Newcastle United’s training facility at Darsley Park will be renamed “The KNOX”.

This is the first time in the club’s history that naming rights for its training ground have been sold. The agreement also includes sleeve sponsorship across training kits for the men’s, women’s and academy teams.

The deal signals a full integration across the club, from infrastructure to athlete performance.

A breakthrough for South African brands

This partnership places a South African-founded company inside one of the most competitive commercial ecosystems in global sport, the Premier League.

While South Africans form a large part of the league’s global audience, local brands have rarely secured this level of visibility. This move changes that.

It establishes a presence that goes beyond branding, embedding KNOX within the daily performance environment of a top-tier football club.

KNOX Hydration founder, Ethan R. Hughes, framed the deal as a defining moment for the brand’s global expansion: “This partnership marks a major step forward for KNOX Hydration on the global stage. From elite combat sport to Premier League football, we’re building a performance brand rooted in resilience, ambition, and belief – and we’re proud to carry that South African foundation into one of the world’s most competitive sporting environments.”

Built on performance and credibility

KNOX was co-founded by Dricus du Plessis and has grown through its focus on performance, recovery and athlete support.

The brand’s hydration and nutrition products will now be used across all levels of Newcastle United, supporting players from the first team to the academy.

Newcastle United CEO David Hopkinson described the partnership as performance-led rather than purely commercial.

KNOX CEO John Schaefer highlighted the alignment between the club’s growth and the brand’s global expansion.

A long-term vision

The partnership arrives as Newcastle United prepares to expand its training facilities, increasing the site’s footprint by more than 50 percent.

“The KNOX” will sit at the centre of this upgrade, reinforcing the role of performance science and athlete recovery in modern football.

Both parties have emphasised long-term growth, with plans to build both on-field performance and global brand presence.

Why this matters

This deal signals a shift. South African-founded brands are moving into spaces traditionally dominated by global giants.

It also highlights the growing importance of performance partnerships in elite sport, where nutrition, recovery and data play a key role in success.

For South Africa, this is not only a commercial win. It is proof that local brands can compete, and win, on a global stage.

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