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How the sale of Newcastle United to 海角直播鈥檚 PIF transformed the club鈥檚 fortunes

Special How the sale of Newcastle United to 海角直播鈥檚 PIF transformed the club鈥檚 fortunes
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Newcastle players celebrate after winning the EFL Cup final soccer match between Liverpool and Newcastle at Wembley Stadium in London on March 16, 2025. (AP Photo)
Special How the sale of Newcastle United to 海角直播鈥檚 PIF transformed the club鈥檚 fortunes
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Updated 20 March 2025

How the sale of Newcastle United to 海角直播鈥檚 PIF transformed the club鈥檚 fortunes

How the sale of Newcastle United to 海角直播鈥檚 PIF transformed the club鈥檚 fortunes
  • NUFC was purchased by 海角直播鈥檚 Public Investment Fund in October 2021, marking the start of a major turnaround for the club
  • Under head coach Eddie Howe, the English football side have avoided relegation and quickly become top Premier League contenders

DUBAI: For the majority of football fans, Jan. 22, 2021, is unlikely to be a date that sticks in their long-term memory. But for supporters of one club in particular, it is one that is laden with significance.

With just 15 minutes left of Newcastle United鈥檚 match against Leeds United at Elland Road, the score was 0-0. A miserable Premier League season looked set to continue for Eddie Howe鈥檚 team.听




Newcastle's head coach Eddie Howe lifts the trophy after winning the EFL Cup final soccer match between Liverpool and Newcastle at Wembley Stadium in London on March 16, 2025. (AP)

Then up stepped Jonjo Shelvey to give Newcastle a priceless 1-0 victory. It is no exaggeration to say that the win instantly changed the complexion of the team鈥檚 season and with it the club鈥檚 trajectory.

Going into their 21st match of the league season, Newcastle United had found themselves with just one previous win, leaving them stuck in the relegation zone.

FASTFACTS

鈥 Newcastle is a one-club city.

鈥 Newcastle United鈥檚 Carabao Cup win was their first trophy in 55 years.

鈥 Newcastle have won Four League titles and six FA Cups.

After the win at Leeds, however, Newcastle would embark on a run that would see them win five of their next six matches, and nine of the next 13. The team cruised to safety and ended the season in a comfortable 11th place.

Howe had conjured a miracle that barely seemed feasible just a few months earlier when he was tasked with turning around the club鈥檚 fortunes following their sale by long-time owner Mike Ashley.

On Sunday, as Howe, his team, and chairman Yasir Al-Rumayyan celebrated with delirious fans at Wembley after Newcastle defeated Liverpool 2-1 in the Carabao Cup final, those memories from just three years earlier must have seemed like a distant bad dream.




NUFC Chairman Yasir Al-Rumayyan celebrates at Wembley after Newcastle defeated Liverpool 2-1 to win the title on March 16, 2025. (AFP)

Newcastle had won their first major trophy in 55 years, justifying the faith that 海角直播鈥檚 Public Investment Fund (PIF) had shown in the club and the city when it finally completed a takeover on Oct. 7, 2021.

PIF, alongside Amanda Staveley鈥檚 PCP Capital Partners and Reuben Brothers, had been pursuing the club for more than a year. Once the deal with Ashley had been completed, they set about reawakening a sleeping giant 鈥 one of England鈥檚 and Europe鈥檚 biggest clubs.

Newcastle United supporters had had few reasons to celebrate since the mid-1990s when manager Kevin Keegan鈥檚 鈥淓ntertainers鈥 team had come close to winning the Premier League, only to lose out to Alex Ferguson鈥檚 unstoppable Manchester United.




Fans at Newcastle鈥檚 St. James鈥 Park have seen their club transformed in just three years. (AFP)

Now, backed by PIF and its chairman Al-Rumayyan in the boardroom, and with Staveley and husband Mehrdad Ghodoussi initially their public face, this was a club reborn.

The mission was to not only build a successful football team, but to also rejuvenate the local area surrounding St James鈥 Park in this one-club city.

First up was to hire Howe, a promising young English coach who had performed footballing miracles with Bournemouth FC by taking them from League One to the Premier League.




In this photo taken on October 7, 2021, Newcastle United supporters celebrate outside the club's stadium St James' Park in Newcastle upon Tyne in England after the sale of the football club to a Saudi-led consortium was confirmed. (AFP)

While at the time some supporters had expected a more established European coach, PIF鈥檚 decision to give Howe the reins on Nov. 8, 2021, has proved to be inspired.

Next was to assemble and oversee a squad capable of Premier League survival. If and when that was achieved, they would need to go on to challenge the country鈥檚 elite clubs at the other end of the table.

Without splurging on superstar names, Howe鈥檚 signings were astute. January of 2022 saw the arrival of Kieran Trippier for Atletico Madrid, Chris Wood from Burnley, Matt Targett from Aston Villa, and former Newcastle youth player Dan Burn from Brighton.

But, without a doubt, the jewel in the crown was Bruno Guimaraes from Olympique Lyon. Fans instantly fell in love with their gifted Brazilian midfielder.




Newcastle United's Brazilian midfielder Bruno Guimaraes celebrates on the pitch on March 16, 2025. (AFP)听

Another masterful trick managed by Howe was to rejuvenate players like Joelinton Cassio Apolinario de Lira, Sean Longstaff, and Miguel Almiron, who had stagnated under the reign of previous coach Steve Bruce and owner Ashley.

After relegation was easily avoided with a stunning second half to the 2021-22 Premier League season, the squad was strengthened in the summer transfer window with the signings of goalkeeper Nick Pope from Burney, highly rated Dutch defender Sven Botman from Lille, and the superlative Swedish international Alexander Isak from Real Sociedad.

Newcastle now had a formidable squad that was ready to challenge for trophies and European places. And that is exactly what they did in the 2022-23 season.




This combination of photos taken during the English League Cup final match between Newcastle United and Liverpool shows (clockwise, from top left) NUFC's Alexander Isak scoring their second goal, striker Callum Wilson (#09) fighting for the ball with Liverpool defender #Andrew Robertson, midfielder Harvey Barnes (#11) fighting for the ball with Liverpool's Dominik Szoboszlai, and Liverpool players reacting after Newcastle scored their second goal to win the title. (Reuters & AFP photos)听

At the start of 2023, Howe led the club to its first major cup final since 1998. But, on Feb. 28, the still-developing team found the task of defeating Manchester United a step too far, losing 2-0 at Wembley Stadium.

Despite the cup final defeat, Howe鈥檚 first full season as manager ended on a major high as the club finished in fourth place in the Premier League to secure a spot in the following season鈥檚 UEFA Champions League.

The following season would prove to be one of consolidation. Despite the signings of Anthony Gordon from Everton, Sandro Tonali from AC Milan, and Harvey Barnes from Leicester City, the team found it hard to balance the challenges of the Premier League and European competition.

A stunning 4-1 win over Paris Saint-Germain at St James鈥 Park in October, could not stop Newcastle from exiting the Champions League in the group stages. Their final position of seventh in the Premier League would have disappointed fans hoping for another invite to Europe鈥檚 top table.

But that was only a prelude to what will now go down as one of the greatest seasons in Newcastle鈥檚 history. There were moments of uncertainty for fans as the team鈥檚 Premier League form fluctuated throughout the current campaign. But glory was just around the corner.听

A superb two-legged Carabao Cup semi-final win, which saw a 2-0 victory at the Emirates followed by another at St James Park, gave Newcastle another chance to claim its first trophy in generations. This time it would be against Premier League leaders and England鈥檚 most successful club, Liverpool.




Newcastle fans erupt in celebration after Newcastle United's victory at Wembley Stadium on March 16, 2025. (AFP)

Sunday, March 16 would prove a golden day for Newcastle. Their fans, who had taken over central London in the two days leading up to the final, were as remarkable in the stands as their heroes were on the pitch.

Goals by the local hero Burn and talisman Isak听either side of half time left supporters in dreamland. Despite a late Liverpool goal, Newcastle were not denied a well deserved 2-1 win.

Cue Bruno鈥檚 tears, Al-Rumayyan鈥檚 joyous celebrations and pure delirium on the Wembley terraces.

It was a victory 55 years in the making, but one achieved almost in a blink of an eye since the dark days of 2021.


In Morocco, exiled Afghan women footballers find hope on the pitch

In Morocco, exiled Afghan women footballers find hope on the pitch
Updated 05 November 2025

In Morocco, exiled Afghan women footballers find hope on the pitch

In Morocco, exiled Afghan women footballers find hope on the pitch
  • The team played their first international matches at the FIFA Unites: Women鈥檚 Series late last month in Morocco
  • Twenty-year-old midfielder Mina Ahmadi said 鈥渁 dream was taken away from us鈥 back home, 鈥渂ut when FIFA recognized us, it was as if a part of that dream came true鈥

CASABLANCA: Manoozh Noori said she 鈥渨anted to die鈥 when the Taliban returned to power in Afghanistan in 2021. That meant she could no longer do what she loved most: playing football.
Noori, now 22, fled the country where the United Nations say authorities have implemented a 鈥済ender apartheid,鈥 and has been playing in a team of Afghan refugee women, recently taking part in a first-of-its-kind tournament in Morocco.
鈥淚 had asked myself: do I want to stay in this country with people who want to forbid women from studying, from playing football, from doing anything?鈥 Noori told AFP.
The Taliban authorities, who say that women鈥檚 rights are protected by Islamic law, have banned girls and women from schools beyond the age of 12, and also from most jobs and public services 鈥 and from playing sports.


Noori had defied family pressure to represent Afghanistan professionally by playing for the country鈥檚 national women鈥檚 squad before a Taliban government returned to power.
She said she buried her trophies and medals in her family鈥檚 backyard and left the country for Australia.
Noori鈥檚 team, Afghan Women United, was formed between Europe and Australia, where other teammates have also been living since 2021.

- 鈥楢 beautiful story鈥 -

The team played their first international matches at the FIFA Unites: Women鈥檚 Series late last month in Morocco 鈥 and Noori scored the team鈥檚 first goal in the opening game against Chad.
They went on to lose both to Chad and Tunisia although they registered a big 7-0 win against Libya. But the tournament overall was a major win for the Afghan women.
FIFA President Gianni Infantino, who attended one of their games, described their participation as 鈥渁 beautiful story鈥 that the women were writing 鈥渇or so many girls and women all over the world.鈥
Nilab Mohammadi, a 28-year-old striker and former soldier who also represented the Afghan national team, said football was 鈥渘ot just a sport 鈥 it represents life and hope.鈥
鈥淭here is no more freedom in Afghanistan, especially for Afghan women,鈥 Mohammadi added. 鈥淏ut now, we are going to be their voice.鈥
Twenty-year-old midfielder Mina Ahmadi said 鈥渁 dream was taken away from us鈥 back home, 鈥渂ut when FIFA recognized us, it was as if a part of that dream came true.鈥
鈥淭his new adventure is a happy moment for us,鈥 added Ahmadi, who is now studying medical sciences in Australia.
鈥淚t won鈥檛 stop anytime soon, because we will keep moving forward.鈥

- 鈥楯ust to play football鈥 -

FIFA has yet to decide whether the refugee team can compete in official international matches as representing Afghanistan, but the players remain determined to get there.
The Afghan Women United now have one goal: to have the squad recognized by FIFA as the Afghan national women鈥檚 team since women in the country are not allowed to play the game.
鈥淭hese women are incredible,鈥 said Aish Ravi, a researcher on gender equity in sports who worked with several of the players when they first arrived in Australia in 2021.
鈥淭hey are strong and inspiring,鈥 she added. 鈥淭hey鈥檝e had to overcome enormous adversity just to play football.
鈥淭his sport is more than a game,鈥 Ravi said. 鈥淚t symbolizes freedom for them.鈥
Ahmadi said she dreamed of playing in Europe one day, but being far from home can prove difficult.
鈥淚t鈥檚 very hard to get used to a country where you didn鈥檛 grow up,鈥 she said. 鈥淵ou miss your family and friends... But we have to keep moving forward.鈥