Sam Fender’s song Hypersonic Missiles is the title track to his debut album, which he released in 2019. It includes the following lines:
‘I am so blissfully unaware of everything
Kids in Gaza are bombed and I’m just out of it
The tensions of the world are rising higher
We’re probably due another war with all this ire
I’m not smart enough to change a thing
I have no answers, only questions, don’t you ask a thing.’
The song and the album launched Fender into the spotlight, drawing comparisons with Bruce Springsteen. He explained the meaning of the lyrics in an interview with the NME:
“[The] main focus is on the world around the narrator, who is a complete tin foil hatter. They are convinced the world is on its last legs; they know that it is rife with injustice but feel completely helpless and lacking the necessary intelligence to change it while remaining hopelessly addicted to the fruits of consumerism.”
In 2019 the fictional narrator in Hypersonic Missiles might have been helpless and confused when contemplating the great social injustices in the world, but a few years later Fender himself is speaking out clearly in support of Palestine. However, at the same time he is forging an ever-closer commercial relationship with Saudi state-owned Newcastle United.
Newcastle United Football Club, new ownership 2021
The takeover of Newcastle United by the Saudi state was completed on 7 October 2021, sparking celebratory scenes outside the club’s stadium St James’ Park. Fender was there with his bandmate Johnny Blue Hat, who played his saxophone to supporters. The following morning Fender appeared on TV in the BBC Breakfast studio wearing a Newcastle United training top, telling the hosts that he was “really really hungover.” He did acknowledge that it was “quite a contentious situation,” but he said nothing else on the club’s new ownership – like many fans he seemed more focused on the departure of previous owner Mike Ashley.
Just over a month later, on 18 November 2021, Fender took to the stage at the Newcastle Utilita Arena to the sound of ‘Local Hero’ by Mark Knopfler, which is played at St James’ Park before every Newcastle home match. The fan group Wor Flags supplied dozens of Newcastle United themed flags and banners that were held aloft by the crowd. The scene was replicated at Fender’s Finsbury Park gig in July 2022, where Wor Flags put on a similar display.
You might question the wisdom of a musician with a worldwide following tying himself so closely to his local football club. Outside of the Tyneside bubble ownership of the club by the human rights abusing Saudi regime is viewed negatively.
Commercial links, Newcastle United FC
The potential benefits became clear when Fender announced two huge shows at St James’ Park in 2023, each of which sold out immediately. The first took place on 9 June, the date commemorated in Newcastle’s anthem The Blaydon Races, and Fender again took to the stage wearing Newcastle United merchandise, again opening the show with a rendition of ‘Local Hero.’
Interestingly, the other state-owned club in the Premier League is Manchester City, and they have looked to exploit the Gallagher brothers’ relationship with the football club in a similar fashion to the way that Newcastle United have forged a connection with Fender.
The hierarchy at both clubs have faced varying degrees of criticism for a perception that they are moving away from their roots. Perhaps associating themselves with renowned local artists allows each club to add a layer of authenticity to what are increasingly commercial enterprises.
Since the 2023 gigs, the link between Fender and the Club looks to have become more formalised. Newcastle United’s Chief Commercial Officer Peter Silverstone was appointed to his post by the Newcastle United board which is chaired by Saudi minister, Yasir al-Rumayyan. Silverstone talked of the club’s relationship with Fender in December 2024:
“Newcastle United and Sam Fender have become symbols of pride for the region and play to global audiences. It’s a great match, and it’s another opportunity to connect with Sam in a creative way which will excite our supporters and benefit the community.”
Silverstone was commenting on the release of unique one-off shirts advertising Fender’s new album that the team had worn for the League Cup quarter final. A limited-edition Newcastle United shirt advertising the album was made available for fans to purchase shortly afterwards, and the players wore the kit again for the semi-final against Arsenal.
The League Cup final triumph in March of this year also saw Fender’s relationship with the club come to the fore. At the final whistle the players changed into another bespoke shirt that advertised Fender’s album. The trophy was then paraded around the Wembley pitch while a medley of Fender’s hits played over the PA system. The Saudi Public Investment Fund’s governor Yasir al Rumayyan was photographed wearing the Sam Fender themed shirt after the match.
Fender’s message of support for Palestine – the wider context.
Fender is currently on tour again, and three more concerts at St James Park took place earlier this month. Fender took the opportunity to deliver a message of support for Palestine to his audience. It’s a welcome intervention in opposition to Israel’s slaughter in Gaza, but it does draw attention to his silence on the Newcastle United owners, who have used the same tactics of indiscriminate bombing and the blockading of aid against the population of Yemen.
In 2018 Amnesty International reported that the Saudi Arabia-led coalition imposed restrictions on the entry of essential goods into conflict-ravaged Yemen. The state of Israel was formed in 1948 with the support of the British government. Ronald Storrs, the British Military Governor of Jerusalem had explained how the state could become: ‘a little loyal Jewish Ulster in a sea of potentially hostile Arabism.’
The current Saudi state had been formed a few years earlier in 1927, with the ultra-repressive House of Saud also gaining power with the support of the British government. The Saudi state’s relationship with the Western world has evolved considerably since then, but a significant contradiction remains at the heart of their regime: while they are the keepers of the holiest sites in Islam, their power is consolidated by support from the West. It’s a contradiction that risks being exposed in a potentially destabilising way by Israel’s ongoing genocide in Gaza.
Unsurprisingly, this has led the Saudi state to respond to demonstrations of support for Palestine with characteristic repression. In 2024 Bloomberg reported that the Saudi government:
‘… had launched a crackdown on support for Palestine, detaining citizens who criticised Israel online.’
In November 2023, two men from Algeria and Turkey were detained by Saudi police after they reportedly publicly prayed for Gaza and Palestine during their pilgrimage in Saudi Arabia. Another pilgrim was arrested for displaying a Palestine flag in 2024, and a Palestinian woman was also arrested for carrying her nation’s flag at Mecca in 2025. While it’s pleasing that Fender has shown support for Palestine, could he not also show support for those oppressed by the Saudi state for exercising their freedom of speech?
Andrew Purcell from Human Rights organisation Reprieve has explained why his group work with Saudi activists to ask famous stars to promote their causes. It’s basically because this is the most powerful lever they have. It’s not possible to litigate in Saudi Arabia, and often political prisoners have no access to lawyers. It’s also extremely dangerous for locals to speak to journalists. Raising awareness internationally is the best option these activists have. What’s more, it can be effective.
Adverse publicity and sensitivity to criticism
When Saudi activist Lina al-Hathoul visited Newcastle in 2023 she explained how the Saudi state’s extreme sensitivity to criticism had led to the release of her sister, who had been imprisoned for campaigning for the right of women to drive:
“At the moment the Saudis are still in a phase where image is important to them. They care about their image and they do as much as they can to cover things up. Fans speaking about things, tweeting about violations can have an impact. For my sister, it worked, there was so much pressure that they released her.”
Newcastle United Football Club Fans against Sportswashing (NUFC FAS) and human rights organisations have been highlighting the case of Manahel al-Otaibi, a young woman and fitness instructor jailed by Saudi authorities for her peaceful activism. She faces retrial on 25 June. Over 20,000 people have now taken action calling for her release including many people on Tyneside. Sam Fender has a unique opportunity to break his silence on the horrific human rights abuses committed by the ultimate owners of Newcastle United.
A show of support from Fender for imprisoned Saudi activists could have a huge impact, and it would show that a connection to Newcastle United does not need to lead to silence on human rights abuses committed in Saudi Arabia.
