Newcastle Thunder welcome iconic North East brand Primula as Premier Partner for 2027

Newcastle Thunder are proud to announce that iconic local brand Primula Cheese has joined the club as a premier partner for the 2027 season.

A household name across the UK and beyond, Primula has deep roots right here in the North East, manufacturing its famous spreadable cheese from Gateshead’s Team Valley Trading Estate since 1961. As part of Kavli UK and owned by the charitable Kavli Trust, Primula is a business with purpose at its core, channelling its profits directly to good causes both locally and globally.

The landmark partnership will see the Primula brand take pride of place on the front of the 2027 Newcastle Thunder playing shirts and across club training and coaching apparel. Supporters heading down on matchdays next year will also see Primula branding around the ground, alongside a dedicated Primula Matchday Takeover fixture later in the campaign and involvement at our annual presentation evening. Thunder will also be working with Primula to place their products into the matchday hospitality offering and catering offering to general admission fans. 

Following a memorable 2026 campaign, bringing a major North East employer onto the front of the shirt marks another significant step forward in the club's commercial growth.

Lisa Thornton, Primula’s Head of Marketing, said of the partnership:

“We’re delighted to be partnering with Newcastle Thunder and to see Primula take pride of place on the club’s 2027 shirts. We’ve been making our real squeezable cheese here in the North East for over 100 years, and we’re proud to support a local team that shares our passion for the region and its people. Being owned by Kavli Trust means that all our profits go to good causes. Giving back is at the heart of our business, so Newcastle Thunder’s commitment to its local community makes this partnership particularly meaningful to us. It’s a chance to get behind both the team on the pitch and the positive contribution the club makes beyond matchdays.

Everyone at Primula is looking forward to cheering the players on, celebrating with supporters and seeing them go from strength to strength. We’re excited to be part of Newcastle Thunder’s journey and to help fuel the team’s ambitions… with plenty of squeezy cheese along the way!”

Speaking on the partnership, Newcastle Thunder CEO Richie Metcalfe said:

"Welcoming a brand of Primula’s stature to the Newcastle Thunder family is a massive moment for this club. Everybody in the North East knows Primula; not just for their products, which have been made in Gateshead for decades, but for what they stand for as a business. Through Kavli Trust, everything they do goes back into supporting communities and good causes, which aligns completely with how we want to build Newcastle Thunder. Having a proper North East institution backing us and sitting front and centre on our 2027 shirts is something our players, staff, and supporters can be hugely proud of."

Everyone at Newcastle Thunder would like to extend a warm welcome to the entire team at Primula and Kavli UK.

Keep an eye on our official channels over the coming weeks as we prepare to unveil our brand-new 2027 kits featuring the iconic Primula logo!

2027 Season Tickets are on sale now! Lock in your spot with the Thunder Army for the new campaign, plus receive 25% off our new 2027 merchandise range when it drops by clicking here.