In the neon-lit heart of Ginza, Tokyo, a familiar sense of belonging hangs in the air. While the heat and humidity may evoke a stark contrast to Tyneside, for Newcastle United fans, this is home. It's a family reunion of sorts, as the club embarks on a pre-season tour, seeking to forge new connections and rekindle old flames in the Land of the Rising Sun.
The tour's arrival hasn't gone unnoticed. A Euro Sports store, adorned with black and white shirts, pennants, and badges, saw a queue stretching around the corner, filled not just with travelling supporters, but with local fans eagerly awaiting the chance to meet a Newcastle legend.
Former striker Shola Ameobi, now the club's loan manager, was overwhelmed by the sheer number of Japanese fans, many sporting shirts emblazoned with his name. "I'm blown away," he admitted. "It didn't compute. You see how much it means to them." The scene resembled a boyband concert, with fans expressing their admiration with tears and excitement.
The tour serves a dual purpose. While the football side focuses on honing fitness and tactics, the commercial and marketing teams are busy generating revenue and expanding the club's global reach. This delicate balancing act, however, requires careful navigation.
Newcastle, like many Premier League clubs, faces the constant challenge of balancing profit-making with on-pitch success. "Pre-season is a really fine balance," admits Chief Operating Officer Peter Silverstone. "You need to get that balance of what's good preparation and what's good commercially."
Last year's experience in the United States, though lucrative, proved to be too taxing for the squad, impacting their fitness and contributing to a high injury rate. This year, Newcastle opted for a more strategic approach, combining a training camp at Adidas's German headquarters with the Japan tour, allowing for focused preparation before venturing into a new market.
The choice of Japan was strategic, given its mature football market and strong Adidas presence. "We need to grow in every market," says Silverstone. "Japan's a very mature football market, and it's not a coincidence that Japan is an Adidas market as well."
The tour also presents a unique opportunity to tap into a dedicated group of Japanese Newcastle fans who have remained loyal despite the club's absence in the region for decades. These "Magpies" regularly gather at a "British pub" in Shinjuku to watch matches at 4 am, displaying their unwavering support with flags and chants.
The tour's impact, however, extends beyond tangible results. "Adidas are very, very big over here," observes Simon Moran, a Geordie journalist based in Japan. "If Adidas push Newcastle in Japan, they can make some big inroads."
The Japan tour is not merely a commercial venture; it's a long-term investment. Newcastle is building a foundation for future growth, a strategy evident in their efforts to engage with Japanese fans and promote their brand.
The tour's success will not be measured in immediate financial gains, but in the bonds forged, the recognition garnered, and the future potential cultivated. As Newcastle embarks on a new chapter, the journey to becoming a truly global force is well underway.