Hanwell Town; a non-league club in London, has made headlines after a unique, yet perhaps fitting, public relations campaign, that has seen it offer Geordie Shore-style hospitality packages for matchdays, which has gone viral.
To better understand how and why this is appropriate, the story begins over 100 years ago, when in 1920, a group of Newcastle United-supporting railway workers from the North East were commissioned to work on Great Western Railway and Hanwell Viaduct in West London.
Being football and Toon-obsessed, the group of workers formed a football club to play in the local competition, which became Hanwell Town FC.
A London Club That Really Has Earned Its Stripes
Over the decades, the club became a distinctive ‘movement’ in London and, latterly as more ‘Geordies’ made the move south, the Ealing-based side became somewhat of a reminder of ‘home’ for Newcastle United fans, who couldn’t make the 600-mile round trip to matches.
Playing in the Magpies’ iconic black and white stripes, with a unique logo that combines the Hanwell Viaduct and the Tyne Bridge, this has proven to be a successful merger and appreciation of the local area and Tyneside.
As of March 2026, in a bid to bring fans a ‘taste of home’ and pop-culture relevance the club’s new hospitality package, features Newcastle Brown ale as well as authentic pease pudding and stotties, in addition to playing Magpies’ anthems prior to kick-off.
Hanwell Town’s clubhouse, called ‘The Geordies’ is a fitting destination to offer this hospitality package and, over the years has become a fond watering hole for ‘homesick natives’.
Whenever Newcastle plays in London, the club also leverages its location (under the Wembley arch) to host hundreds of Magpies fans, acting as a ‘home away from home’ pre and post kick-off.
Commercial And Socio-Cultural Success
Having really embraced the ethos of the club, which has used a ‘global hook’ to pull in Newcastle fans worldwide, this niche branding has helped to insulate itself from the financial struggles of other feeder league sides, the club is able to sell merchandise to fans who have never been to Hanwell.
Read all about it! 📖
You can now buy retro Hanwell Town programmes in our online store, and get them shipped to your door!
Club Shop 🛍️https://t.co/ucForXZ27t#UpTheGeordies ⚫️⚪️ pic.twitter.com/tEyj5c07KM
— Hanwell Town (Toon) FC (@hanwelltownfc) March 18, 2026
Although there is a Northern focus, the club is actually a pillar of the Ealing community and has a thriving youth setup, in addition to The Geordies Bar doubling as private venue hire.
This latest campaign, which has gone viral on social media has also helped to raise awareness even further; cross-pollinating with both Newcastle United and Geordie Shore fans; effective marketing.