Sports Direct Takes Newcastle Naming Rights

To widespread criticism Newcastle United has renamed its ground the sportsdirect.com @ St James’ Park Stadium with immediate effect in a bid to showcase the potential for naming rights for the stadium to other brands.

The Coca-Cola Championship club said last week it was looking to sell the naming rights to St James’ Park from next season.

However it has now decided to use the ground to showcase the retail company controlled by club owner Mike Ashley until the end of the current campaign.

‘We will showcase Sports Direct until the end of the season,’ chief executive Derek Llambias stated. ‘I’m sure we’re going to get a sponsor in for next season.’

Ashley angered supporters of Newcastle when he announced the club’s plans to rename the stadium for commercial purposes.

The announcement came on the same day as he took the club off the market after failing to attract a buyer willing to pay the reduced asking price of £80m.

He had bought the club for £134m two years ago while it was still in the Premier League.

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.’
 
Speculation had linked adidas, who are already Newcastle’s kit suppliers, with the naming rights for St James’ Park.

However the company released a statement announcing they had not been offered the naming rights to the stadium and would not wish to take the rights if they were offered.