The stadium now has its own updated branding, separate from the club crest, which was installed in front of the Milburn Stand during the weekend.

The new stadium logo replaces one that was introduced a decade ago, which featured an aerial view of the stadium in black, white, silver and gold.

The new design takes its shape from the stadium's iconic cantilevered roof, a unique part of the Newcastle upon Tyne skyline. Its bold, geometric lines echo the roof's steel frame, giving St. James' Park a distinct identity of its own.

Why does the stadium need its own brand? Because while St. James' Park is the beloved home of our teams, it's also about much more than matchdays.

Every year, it hosts thousands of meetings, events, celebrations and conferences, and it welcomes global music stars and international sports – including the upcoming UEFA EURO 2028 tournament.

This new brand simply helps us to share and depict St. James’ Park across all audiences, whatever brings them here.