Newcastle United have expressed regret after including an image in their latest promotional content that sparked concerns of cultural insensitivity. The issue arose from a video unveiling their new third kit, produced in collaboration with Adidas, which inadvertently featured a flag resembling a controversial historical symbol.

Article continues below

Article continues below

Article continues below

Newcastle in trouble with kit launch video The Rising Sun Flag hurt fan sentimentsNewcastle & Adidas have taken down the videoFollow GOAL on WhatsApp! 🟢📱WHAT HAPPENED?

In one scene, supporters could be seen raising a stylised version of the Rising Sun Flag, an emblem tied to the Imperial Japanese Army during World War II. While the flag holds cultural value in Japan, many neighbouring nations such as South Korea, China, Singapore, and Russia associate it with a painful past involving military aggression and wartime atrocities.

AdvertisementGetty Images SportTHE BIGGER PICTURE

International sporting organisations have also acknowledged the controversy surrounding the flag. FIFA currently prohibits its display during international fixtures. Additionally, during the Tokyo 2020 Olympics, South Korea urged the IOC to ban the symbol entirely, though Olympic organisers defended its use, saying it was not intended as a political gesture.

WHAT NEWCASTLE SAID

In a statement addressing the matter, Newcastle United said, "We have been alerted to the appearance of a flag in our recent third kit launch video that could inadvertently cause offence. In response, we immediately removed the video from circulation and have taken steps to edit the visual from all future content. We sincerely apologise for any offence caused".

Adidas, the club’s kit supplier, echoed Newcastle’s actions by also removing the initial video from their platforms.

"The reaction to our new third kit with Adidas has been special, but the launch video contained a scene that could inadvertently cause offence," a statement read.

"We apologise for that. We’ve removed the scene from the film to make sure that as many fans as possible can enjoy it."

Getty Images SportWHAT NEXT FOR NEWCASTLE?

The controversy is especially delicate given Newcastle’s upcoming schedule. The club is set to embark on a pre-season tour that includes stops in both Singapore and South Korea, two nations that have historically objected to the use of the Rising Sun imagery. However, as Newcastle gear up for an ambitious 2025/26 campaign, they will hope the conversation shifts back to football and their performances on the pitch.