Newcastle Eagles Reveal Rebrand after Naming Rights Deal

British Basketball League (BBL) team Newcastle Eagles, the most successful team in British Basketball history, have announced a rebrand and will now be known as the Esh Group Eagles Newcastle.

The announcement cements leading construction company Esh Group’s continuing three year relationship as headline sponsors of the North East’s most successful sports team and a longer relationship with other businesses within Esh Group. 

Paul Blake, Managing Director and Co-Founder of The Eagles, explained: “Esh Group has been principal sponsor of the Newcastle Eagles since 2010 and I am both proud and delighted to be announcing this deal today. 

“Finding a sponsor which is truly compatible and supportive of both the business and the team is every sporting manager’s dream – and one which I believe we at the Eagles have been so very fortunate to find. 

“This new ‘naming rights’ agreement – which elevates this sponsorship into a true partnership – is one which is typical of international basketball teams the world over; culturally it signifies a very special bond.” 

‘Naming rights’ are an intrinsic element of basketball sponsorship culture around the globe. Major European teams which have strong partnerships with their sponsors include Emporio Armani Milano in Italy, Telekomm Baskets Bonn in Germany and Fiat Joventut in Barcelona, Spain. 

Esh Group’s Chief Executive, Brian Manning, commented: “We are delighted to confirm our on-going sponsorship of The Eagles – especially to take up the opportunity of ‘naming rights’ so we have joined our two names together. This sponsorship represents an increased investment into the Eagles by Esh Group also our continued commitment to support the Eagle’s community engagement through its charitable arm, the Eagles Community Foundation. At Esh Group we are passionate about supporting the communities in which we live and work and we are delighted to find a winning team which we can support which reflects those values too.” 

Since Esh Group took up the mantle of principal sponsor three seasons ago the Eagles has won four major titles, been runner-up in the BBL Championship twice and once in the BBL Cup and BBL Championship Play-offs.