Mike Ashley revokes Newcastle United’s sainthood

Yes, its true, Mike Ashley has renamed St. James’s Park again. Another period of calm on Tyneside shattered by the fat man’s greed. Tonight in a midnight released press statement, the club announced that St. James’ Park will become the “Sports Direct Arena”. Just a matter of days over 2 years to the date since the awful “Sportsdirect.com @ St. James’ Park” rebranding was announced, yet again we have another change.

According to the words via Ashley’s Arse Lips (Llambias):

“When we initially launched our plans at the end of 2009, we invited sponsors to attach their brand to that of St James’ Park.

“However it has become clear that in order to make the proposition as commercially attractive as possible, a potential sponsor must be given the opportunity to fully rebrand the stadium. 

“Naming the stadium the Sports Direct Arena helps us to showcase the opportunity to interested parties. We are now actively seeking a long-term sponsor wishing to acquire full naming rights for the stadium.”

However, this came after promises in November 2009 that there would be no way that the “St. James’ Park” bit would be dropped:

Newcastle United have renamed their ground the sportsdirect.com @ St James’ Park Stadium for the immediate future

“We will showcase Sports Direct until the end of the season,” chief executive Derek Llambias told BBC Newcastle. 

 “I’m sure we’re going to get a sponsor in for next season.” 

 Asked if the name “St James’ Park” would always remain amid an angry response from fans, Llambias said: “Absolutely. In our reign, absolutely. 

“It’s adding to it, and if it brings in a good chunk of money to the club, that goes straight to the team, then do you know what, it’s a revenue we should look at.”

So the major questions to ask right now (THAT MEANS YOU MEMBERS OF THE PRESS), are:

1. What has been the financial benefit to Newcastle United from the last 2 years of Sports Direct advertising as part of the stadium name?
2. What financial benefit does Newcastle United receive from all the Sports Direct branding over the stadium (which takes away space for revenue from other advertisers)?
3. How much will Newcastle United make from this “showcase” for Sports Direct as the stadium name?
4. How much does it cost to get the name changed back?

First things first though, does this company have much money?:

9 November 2011 ·

• Tags
• NUFC
• Fatty
• SJP