When Newcastle United lifted the Carabao Cup at Wembley last season, it was more than just a football match. It was the culmination of a meticulously crafted strategy, a moment that merged sport, culture, and community into something unforgettable.
Now, that story is being retold – not on the pitch, but in one of the North East’s most iconic cultural spaces.
This August, fans can step inside Road to Wembley, a free immersive exhibition at the Baltic Centre for Contemporary Art in Gateshead, running 22–25 August. It’s an opportunity to relive the club’s historic cup journey – from the tension of the tunnel to the euphoria of the parade – through photography, film, audio, and interactive displays.
Commissioned by Newcastle United and brought to life by acclaimed local artists Jimmy Turrell and Ewen Spencer, alongside art director Will Knight, the exhibition includes over 100 documentary-style photographs capturing unforgettable match moments, the raw passion of supporters, and the sheer scale of the 300,000-strong homecoming celebrations.
The Carabao Cup trophy itself will take pride of place, joined by the open-top parade bus on Baltic Square. Immersive set designs will recreate the streets of Newcastle and the atmosphere of St. James’ Park. Fan-focused audio installations will play terrace chants, commentary, and interviews from the cup run.
For Newcastle United’s Director of Brand, Marketing and Digital Media Dan Ginger, the exhibition is more than nostalgia:
“Our Carabao Cup win ignited a sense of unity and pride across the city and beyond. This exhibition is a way to honour that moment and connect with people in a creative, meaningful way that goes far beyond the game itself.”
It’s a fitting tribute to a campaign that began long before the players walked out at Wembley – a campaign that made London feel like home for the Toon Army.
The Campaign That Set the Stage
When Newcastle United took to the pitch at Wembley, one half of the stadium became a deafening wall of black and white. This wasn’t just the work of passionate fans – it was the result of weeks of planning from the club’s marketing, content, and commercial teams.
Head of Marketing and Brand Natalie Raine recalls the mindset in the build-up:
“It wasn’t pressure, it was an opportunity. Our approach was ‘Let’s go for it’. Our fans are deeply passionate, and they travel from all over the country to get to games. It was really about capturing that.”
From the start, there was a clear objective: a cohesive campaign identity. That identity became ‘We Don’t Do Quiet’, a phrase that leaned into the city’s reputation for volume and passion.
Natalie explains:
“The objective was to make sure you knew where we were, you knew we were in London. It was a full takeover.
Eight Partners, One Vision
Georgie Simmons, Head of Partnership Marketing:
“We wanted to disrupt the norm with modern, sensory, tongue-in-cheek activations to celebrate and amplify Newcastle United in London. For us, it wasn’t just about visibility, it was about making a statement that reflected the passion and character of our fans. We deliberately pushed beyond traditional sponsorship activations to create moments that felt bold, fun, and unmistakably Newcastle United, ensuring our presence in London couldn’t be ignored.”
Hilbre Philipson, Senior Commercial Brand Marketing Manager:
“It was probably one of the easiest things to present to commercial partners because the concept just made sense – it captured the spirit of the club and the fans perfectly. What was truly remarkable was how quickly and enthusiastically our partners came on board. We’ve never had eight partners collaborate so seamlessly on one campaign in such a short amount of time, each one bringing something unique to the table but aligning under the same creative vision. It showed just how powerful the ‘We Don’t Do Quiet’ idea was in uniting everyone behind one bold message.”
Each partner had a distinct role, from Molson Coors’ pub takeover in King’s Cross – renaming The Dolphin to The Mad Dog and Mags – to Sela’s striking scarf giveaway at Wembley that created a black-and-white wall in the stands.
Natalie still recalls the moment:
“The scarves really elevated the whole experience… inspiring for our team, intimidating to our opponents. It was a beautiful gift on every fan’s seat from Sela.”
Capturing the Noise
While the commercial team brought partners on board, the content team focused on storytelling.
Head of Content Simon Meehan says:
“From a content perspective, the aim was to reflect a fan’s experience… The intention was not to just show up. It was to show up and win.”
That meant embedding camera crews in fan hotspots, filming the arrival at King’s Cross, and even producing a pre-match hype video narrated by Brian Johnson of AC/DC.
The result was a unified message across every touchpoint – something the exhibition now distills into a visual and audio experience.
From Marketing Campaign to Art Installation
The Road to Wembley exhibition doesn’t just document the football. It captures the atmosphere and culture that surrounded the campaign.
Ewen Spencer’s lens freezes moments that, for many, were gone in an instant – a fan raising a scarf, a player’s glance during the parade, the collective breath before kick-off. Jimmy Turrell’s design adds bold graphic elements that echo the We Don’t Do Quiet aesthetic.
The exhibition has already travelled internationally, debuting in Seoul, where South Korean artist Joonho Ko reinterpreted it using the Magpie – both South Korea’s national bird and a symbol of Newcastle United – as his creative centrepiece.
Orchestrating Controlled Chaos
Pulling off a campaign of this scale required organisation on a near-military level.
Natalie says:
“We had one master view of everything that was happening… supported by smaller project meetings across relevant departments. It requires teamwork and understanding of colleagues’ wants and needs.”
Even small scheduling tweaks mattered. Content teams created gaps for partner material; partnership teams adjusted timings to fit the wider narrative. Marketing manager Sarah Taylor was credited internally for keeping every moving part aligned.
Preserving the Moment
That forward-looking mindset doesn’t mean the club is in a hurry to move on from the Carabao Cup win. In many ways, Road to Wembley ensures the moment isn’t just remembered – it’s experienced anew.
By weaving together the strategy, the creativity, and the raw emotion, the exhibition turns a marketing campaign into cultural memory.
For fans, it’s a chance to step back into that weekend and feel it all again. For the team behind the campaign, it’s a testament to what can happen when everyone pulls in the same direction.
“A cup final definitely tests the true meaning of a partnership,” says Georgie. “And it does feel like we are truly aligned with our partners… We’re delighted with what we’re achieving together.”
Road to Wembley – Exhibition Info
- Dates: 22–25 August 2025
- Opening Times: 10am–6pm daily (last entry 5pm)
- Location: Level 1, Baltic Centre for Contemporary Art, Gateshead
- Tickets: Free, but required for entry (available from 14 August via www.baltic.art/nufc)
From the Wembley roar to the Baltic gallery walls, Newcastle United’s ‘We Don’t Do Quiet’ ethos lives on – still loud, still proud, and still impossible to ignore.
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