Newcastle United boss Eddie Howe admits their new status as the "world's richest club" is working against them in the market.

New sponsorship deals will go a long way to bringing in more money and Newcastle announced that noon, the Middle East's leading online shopping destination, will be the club's new shirt sleeve sponsor just last month.

More of these commercial deals will be needed, though, at a time when Howe has openly stated that bringing in players this summer has been made more difficult because of the perception that Newcastle are a rich club.

"I don't think that helps us currently," the Magpies' boss told Sky Sports. "It's not entirely accurate in terms of where we currently stand now. I do think that has elevated prices, potentially, when we ask for a player.

"That's certainly something we have had to live with and probably live with for a few years until the expectations fall in line with where we currently are."