Newcastle United's front-of-shirt sponsor Sela have a major role in organising the "fight of the century" between Tyson Fury and Oleksandr Usyk.

A bumper PS25million per year deal was signed with the Saudi Arabian events company - one of the first major commercial deals since the takeover. Newcastle ended their agreement with Chinese gambling firm FUN88 early to make way for the lucrative Sela partnership.

As well as being the official club sponsor, other projects include the pre-season Sela Cup staged at St James' Park. The under-construction Stack, a venue that will feature live sport, food, drink and entertainment on Barrack Road, will also be "powered by Sela" once opened this summer.

Eagle-eyed Newcastle fans may have noticed the events company getting a shout-out during the Fury vs Usyk press conference on Thursday. Combat sports enthusiasts around the world will be dialled in on Saturday night when the two fighters go head-to-head for the undisputed heavyweight crown.

Also applauded were Turki Al-Sheikh, the GEA chairman who is fronting the lavish boxing ventures, and Crown Prince Mohammed bin Salman. The latter is the chairman of PIF, the sovereign wealth fund that owns 80 per cent of Newcastle, and Saudi Arabia's de facto leader.