21/07/2026
RIP Kevin Keegan
Some of you know my first job in brewery marketing was working for Newcastle Breweries. At the time they were shirt sponsor of Newcastle United. I was taken off my graduate training programme to be appointed as Marketing Assistant. I had a very special role to undertake, because after The Mags signed Kevin Keegan. I was at the Gosforth Park Hotel when he signed. The rumour was the brewery were paying half his wages… they were! I was assigned to handle brewery relations with the star.
This involved a series of high-profile talk-ins around the large Social Clubs of the North-East with The Evening Standard. These events had 5-600 guests and the hardest thing on these evenings was getting Kevin out… not because of any trouble, but he didn’t want to leave anyone without a signature and the occasional photo, thank God there were no camera phones in those days! Many nights I would get home at 2/3 o’clock in the morning. This picture of me is at one of these events, the “VIPs” (club committees, officers etc.) received these official pictures.
Kevin never wanted to be associated directly with beer or alcohol, which made direct promotion impossible. We came up with an ingenious promotion called “Kevin Keegan’s Blue Star Soccer days”. It was an opportunity an adult to win a place for an under 15 boy (I know it wouldn’t happen today!) to take part in training with the Newcastle players. It involved 100s of thousands of entries and 250 kids/ adult combinations over the 5 weeks. Add player liaison, setting up the training exercises, catering and logistics. As a 23-year-old this was the most extreme introduction into the area of brand/ sports promotion.
I LOVED IT!!
It got me hooked into brewing trade marketing and this ultimately resulted in me founding Southwark Brewing Company.
During the 2 years of working with Kevin he was the friendliest person I had met, I got to know him and his family closely. He was cooped up in the Gosforth Park Hotel and although he had the best suite in the hotel, he never liked just staying in. So, he got his chauffeur to pick him and then me up and we would visit Newcastle Brewery stockists around the NE. Totally unannounced. He played darts, pool, snooker cards and dominoes with locals and we bought them all drinks. We even went into bars with Sunderland fans, and by the end of the evening, they were Keegan fans too!
So thank you Kevin. Unbeknown to both of us, you helped me to a career that I have loved so much and experiences I could never have dreamed of.
REST IN PEACE