'United As One' is visually identifiable by a new black and white solidarity ribbon, which will be proudly worn by Newcastle United’s players during Saturday’s Premier League clash with Southampton at St. James' Park.
The United As One solidarity ribbon
The players will wear the ribbon on T-shirts during their pre-match warm-up, as well as on their official home shirts - which will be auctioned to raise money for Newcastle United Foundation’s related community projects.
The United As One brand will be visible right across all areas of matchday, including posters, stadium big screen and advertising boards, while there will be a specially-commissioned banner display at the Gallowgate End by the Wor Flags group. A special edition of the club’s official matchday programme will include a feature-length interview with former striker Shola Ameobi.
Ameobi has become one of a 'starting eleven' United As One ambassadors, with more to follow in future. He joins current captain Jamaal Lascelles, midfielder Ki Sung-yueng and eight supporters, who will be guests at Saturday's match. All eleven individuals feature in a special launch video on social media.
The new brand encompasses a wide range of activities currently being undertaken by the club and Foundation, which are geared towards ending discrimination and inequality in football and in society.
This includes work with supporter groups including United With Pride and Newcastle United Disabled Supporters Association, as well as initiatives such as On the Ball, Be A Game Changer and Memory Café.
As part of the campaign, all adult season ticket holders and members will receive a limited edition United As One ribbon pin along with their 2019/20 member packs so that they can display their support.
Lee Charnley, Newcastle United's managing director, said: "We are proud of the work we are doing to improve inclusion and welfare at our club.
"With great support from the players, staff, supporters, sponsors and the Premier League, we are working to cultivate a culture as varied as that of the great city we are honoured to represent."
For more information on United As One, including initiatives, activities, events and policies, please visit www.nufc.co.uk/unitedasone.
