I find it bizarre is that ANYONE should think it remotely odd that when a club has ties with a certain country, that significant organizations in that country or connected to that country, should find it appealing to sponsor that club.
Of course Newcastle will want to leverage this, just as we have done and there's nowt wrong with it, much though the PL and our antagonists would like to think.
No different from Elton John wanting to put money into Watford of ditto Delia Smith and Norwich. People and organizations want to support clubs they feel a connection with.
Such as AON and Chevrolet on a US owned club, King Power on a Thai owned shirt, and as announced today, an American airline on a Welsh club kidnapped by wealthy US film stars....