St James’ Park Renamed Sport Direct Arena

Newcastle United Football Club’s home ground, St James’ Park, has been renamed the Sports Direct Arena – after club owner Mike Ashley’s company, on a temporary measure in a bid to showcase the sponsorship opportunities of the stadium to interested parties.

The Magpies, who currently sit third in the Barclays Premier League, are searching for a long-term sponsor to acquire the full naming rights for potentially both the ground and playing kit.

The iconic St James’ Park title has been dropped, reportedly because the club did not deem the name to be commercially attractive.

Managing director Derek Llambias said in a statement: ‘Stadium rebranding offers a lucrative way for clubs to secure significant additional income.’

In 2009, the club hoped to allow sponsors to link their brand to the St James’ Park title but that idea has now been replaced by the offer to purchase full naming rights.

Llambias added: ‘Our aim for Newcastle United is to continue to deliver success for the fans and everyone associated with the club. We must make this club financially self-sufficient in order to deliver that success.’

‘To grow sustainably and allow us to invest in our future, we will need to rely increasingly heavily on commercial income.’

‘These are very difficult economic times and the board have a responsibility to maximise all revenue streams for the benefit of the club.’

‘Naming the stadium the Sports Direct Arena helps up 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.’

‘Our shirt sponsorship deal with Northern Rock will also expire at the end of this season, which presents would-be sponsors with the opportunity to acquire both the naming rights and shirt sponsorship deals.’