The innovative insurance and investment company, which rewards its members for healthy lifestyle choices, will sponsor the first team.

The new partnership includes the use of player imagery and appearances, in-stadium branding at domestic fixtures at St. James’ Park, as well as a presence on the club’s digital platforms.

It also gives Vitality members and Newcastle United supporters access to a number of club-related benefits, such as the chance to win official merchandise and match tickets.

Commenting on the announcement, Neville Koopowitz, CEO of Vitality, said: "We are delighted to begin this new partnership with Newcastle United, which further extends our commitment to helping people live healthier lives through the power of sport.

"Vitality as a business is founded on a desire to encourage people to take positive steps to improve their health, and through collaboration with elite sporting institutions such as Newcastle United, we believe we can inspire people from many different backgrounds and levels of fitness to make healthier lifestyle choices."

Newcastle United’s head of commercial, Dale Aitchison, added: "It’s a pleasure to welcome Vitality as Newcastle United’s Official Wellness Partner.

"Vitality has a proven track record within the health insurance sector and it is a forward-thinking, innovative organisation.

"We are looking forward to working together on exciting new partnership campaigns that harness the collective power of our brands and inspire communities to lead a healthy life."

Find out more about Vitality at vitality.co.uk.