Newcastle United has apologised for inadvertently causing offence in a video released to launch the club’s new third kit. The promotional material, which featured Newcastle fan and singer Sam Fender, originally included a flag in the club’s colours that closely resembled the Rising Sun flag, historically used by Japanese armed forces during World War Two.
The club swiftly deleted the video from all its social media channels and replaced it with an amended version following public reaction.
The Offensive Symbol and Its History
At one point in the initial video, two fans were seen holding up an altered flag in Newcastle’s black and white, bearing the club crest and the words ‘NUFC Japan’. However, its visual similarities to the Rising Sun flag, a former symbol of the Imperial Japanese Army and Navy, triggered controversy.
Newcastle United launched this video in collaboration with adidas Originals to introduce the club's new 25/26 Third jersey.#NewcastleUnited #nufc #adidasoriginals #adidas pic.twitter.com/2B9lEqillx
— Football Shirt Culture (@footballshirt) July 1, 2025
While the Rising Sun flag has a long history in Japan and remains visible in certain aspects of its society, its association with the Japanese armed forces during World War Two makes it a deeply divisive symbol for many. Countries including South Korea, China, Singapore, and Russia view it as a symbol linked to imperial wartime atrocities. The Korean peninsula, for instance, was occupied by Japan during the war, a period that included accusations of severe atrocities by the armed forces.
The flag is currently banned by FIFA in international matches. There have also been campaigns to prohibit its display at major sporting events, including efforts by South Korea to have it banned from the Tokyo 2020 Olympics. However, organisers of those games declined the request, asserting that the flag was “widely used in Japan” and “not a political statement.”
Club Apology and Asian Tour Ahead
Newcastle United issued a statement acknowledging the issue: “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.”
The club reiterated: “The reaction to our new third kit with Adidas has been special, but the launch video contained a scene that could inadvertently cause offence. We apologise for that. We’ve removed the scene from the film to make sure that as many fans as possible can enjoy it.”
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The incident comes just ahead of Newcastle’s pre-season tour in Asia, which includes matches in South Korea and Singapore. Eddie Howe’s side is scheduled to face Arsenal at the Singapore National Stadium on July 27, marking their first return to the country since 1996. They will then play an All-Star K League side and Tottenham on July 30 and August 3 in South Korea.
The club has since shared an edited version of the promotional video for their blue and orange third kit, with the controversial scene removed. The launch video also featured star forward Alexander Isak and club icon Tino Asprilla.
