Newcastle United sponsor Sela stages drone show above St. James’ Park to celebrate European football returning to city

Sela, the front-of-shirt sponsor of Newcastle United, lit up the sky above Newcastle upon Tyne on Tuesday night with a spectacular football-themed drone show to celebrate the return of top-level European football to St. James’ Park after a 20-year break.

Newcastle United will play French champions Paris Saint Germain on Wednesday night, and live events and entertainment company Sela wanted to give fans a surprise as part of the build-up to the game.

The eight-minute drone show saw Newcastle United’s iconic mascot — the magpie — soar across the skies before transitioning into the famous black and white team shirts adorned with the names of England defender Kieran Trippier, Brazilian international Bruno Guimaraes and Italian midfielder Sandro Tonali.

After recreating the club emblem in the night sky, the drones formed to make a statement about Newcastle’s return to the biggest stage in club football, following their top-four finish in the Premier League: “We’re Back.” The show ended with Sela’s “spectacular everyday” tagline that is seen around St. James’ Park on matchdays.

Sela, who became a primary partner of Newcastle United in June, is in the business of creating spectacular experiences. It has welcomed more than 40 million visitors to the range of sports, leisure, culture, retail, and hospitality events and destinations within its portfolio — from staging WWE in the Jeddah Superdome to operating the Via Riyadh luxury multipurpose venue.

The drone show is part of Sela’s promise to create special experiences for Newcastle United fans and the wider community through its partnership with the club.

“We wanted to create a little surprise for fans to celebrate the return of the biggest nights in European football to