SBD/September 7, 2011/Marketing and Sponsorship

Newcastle United Tries To Broaden Appeal To Men And Women With Lingerie Line

EPL club Newcastle United is launching its own line of branded lingerie in a "move to raise the club's appeal to its female and male fans alike," according to Reynolds & Farey-Jones of MARKETING magazine. The "range of black-and-white lingerie includes bras, French knickers, stockings, suspender belts and camisoles, and will be sold in a variety of sizes." The "garments are emblazoned with the club crest," and Newcastle has made a deal with "underwear specialist Premier Lingerie to supply the underwear." Prices for the lingerie range from US$11-43. The products "are now available to buy from the Newcastle United online shop" (, 9/7). Premier Lingerie said that "women now form about a fifth of regular football supporters in the UK, but only between three and five percent of club merchandise is aimed at them" (, 9/6). Wolverhampton was the first EPL club to "stock lingerie in their club shops," and West Ham United "famously launched limited Katy Perry lingerie in 2009 after the singer turned up at the MTV Awards sporting underwear in the club's colours" (, 9/7).
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