Shola Ameobi's Inspiring Journey: From Fear to Leadership at Newcastle

Shola Ameobi has traveled a remarkable road, from enduring racism in his youth to scoring iconic goals for Newcastle, and now serving on the club's executive team. His journey is a testament to resilience and determination. "As a kid, there were moments when I genuinely feared for my safety, facing harassment and being chased by groups," Ameobi recalls. He moved from Nigeria to Newcastle at just six years old, and the late '80s and '90s were tough times for him. "I often had to be cautious just to pursue my passion for football. It was unsettling, always having to be aware of my surroundings." Ameobi's home was just a stone's throw from St James’ Park, and he frequently made the trek to the club’s Benwell academy for training. "Those experiences toughened me up," he reflects. "They taught me that, regardless of others' opinions, my self-worth was what truly counted." That young boy filled with fear transformed into a legend, netting 79 goals in 397 appearances for Newcastle, including seven against fierce rivals Sunderland. Interestingly, some of those who once chased him might have found themselves cheering him on in the stands. In July, Ameobi took on the role of head of corporate affairs at Newcastle after seven years as the loans coordinator. His mission? To ensure the club fosters a strong connection with the community. "We aim to be the heartbeat of the city, integrating with everything our region embodies—civically, through sports, and community initiatives." His transition to the executive level came on the heels of a comprehensive review led by CEO David Hopkinson. After a discussion about his potential new role, Ameobi was encouraged to think it over. He took the weekend to reflect, wanting clarity on the job's responsibilities before committing. Ameobi believes his previous experience prepared him for this leap. He started his last role during the Mike Ashley era and built the department from the ground up. "That experience taught me the ins and outs of business planning and team building, which have been invaluable." Since its inception in 2019, Ameobi has been involved with the Premier League's Black Participants Advisory Group. They’ve made notable strides, such as launching the No Room for Racism action plan and creating pathways for underrepresented groups to enter executive roles. Ameobi was part of the initial cohort of this initiative. "The program provided a solid foundation for me," he says. "It opened my eyes to the various aspects of executive work, from finance to branding. It gave me the confidence to realize that many of my skills were transferable." The experience ignited a passion in Ameobi that had been simmering since his playing days. After struggling with a hip injury and undergoing surgery in 2006, he found himself contemplating life beyond football. "I began asking myself how I could contribute to my teammates and the club in new ways. That’s when everything started to click." "Football wasn’t a guarantee for me, so I had to confront some tough questions during a really challenging time," he admits. He credits a psychologist and his family for helping him navigate those dark moments. Leadership has always intrigued Ameobi. His father led a church and greatly influenced his perspective on leadership. He also acknowledges the significant impact of Sir Bobby Robson, who handed him his professional debut, and Alan Pardew, who recognized his leadership abilities on and off the pitch. With a master’s degree in strategic leadership, Ameobi naturally connects with people. At an event celebrating The Black Geordie Club, his warmth and presence were palpable. Ameobi is committed to using his platform for positive change. He fondly remembers watching Andy Cole and can’t help but smile at Tino Asprilla’s unforgettable Champions League hat-trick against Barcelona in 1997. "That was the moment when I truly fell in love with football," he says with a grin.