Newcastle United’s new club crest will appear on the team’s match shirts for the first time on the final home matchday of the 2026/27 season, expected to be 23 May 2026, when Crystal Palace visit St James’ Park.
The club formally revealed the badge this week, making it the first change to Newcastle’s crest since 1988. Although Adidas will not use it on match kits until May 2026, Newcastle has already put merchandise featuring the design on sale as it seeks to increase commercial revenue.
The new crest will also form part of a wider visual identity. Stadium signage will be updated gradually, while Newcastle’s digital platforms will adopt the design immediately. A limited collection of clothing featuring the badge will also be made available.
Newcastle chief marketing officer Steven Taylor said supporters had played a central role in the redesign.
“Retaining the traditional elements of the crestthe castle, shield, and lionwas extremely important to our fans. This was made very clear during the consultation process,” he said.
“However, over 85% of survey participants also recognized that we needed to modernize the crest to ensure it could adapt to future developments.”
Taylor added: “We are introducing a completely new visual identity for the club. This is now our official crest, and related signage throughout the stadium will be gradually updated. Digital platforms will reflect the change immediately, and we will also release a limited merchandise collection, allowing fans to purchase limited apparel featuring the new crest.”
“The final home matchday of this season will be the first time supporters see the new crest on the pitch,” he said.
Newcastle’s current 2026/27 home shirt is set to be withdrawn at the end of this season. The design, described as the “barcode kit” by local media, divided opinion after being launched last summer, and weaker-than-expected sales have led the club to offer members a 25% discount.
The blue away kit has sold more strongly. It carries the same crest used during Kevin Keegan’s time at Newcastle in the 1980s.
Adidas’s next Newcastle design is expected to return to the club’s traditional black and white stripes.
Chief executive David Hopkinson said the significance of the crest made the project both an honour and a responsibility.
“I have never worked anywhere where there is such a strong sense of pride and passion for the club’s crest as there is here. Therefore, this project represents both a great honor and tremendous responsibility for all of us,” he said.
“We asked fans questions to which we ourselves didn’t have the answers, and they told us very clearly: protect what we have, keep the elements we love, and don’t tear it all down and start over.”
Hopkinson said the final design reflected the boundaries set by supporters and ultimately belonged to them.
“Our crest originates from the city’s coat of arms, and it still does today. It pays homage to our history, represents who we are now, and will be an iconic symbol that unites generations of Newcastle fans around the world for years to come.”
