Wonga Deal Sees St James’ Park Return

Newcastle United has announced a new four-year sponsorship deal with loans company wonga.com, who will become the club’s new shirt sponsor from the 2013/14 season. The Magpies’ stadium will also be re-named St James’ Park as part of the deal.

Wonga, the club’s new shirt sponsors, have agreed to pay to change the name back to its traditional title after owner Mike Ashley changed the historic name to the Sports Direct Arena, supposedly to showcase what sort of branding companies would get if they chose to sponsor the stadium.

However, Wonga will now pay to reinstate the original name.

The loans company will also invest £1.5m in the club’s Academy and the Newcastle United Foundation Enterprise Scheme, which seeks to help teenagers find employment by developing their skills and experience through practical and educational courses.

The Magpies have revealed that the deal, the value of which has not been revealed, will include a fans forum designed to help foster a closer relation with the club after years of ill-feeling between sections of the support and owner Mike Ashley.

Derek Llambias, managing director of Newcastle United, said: ‘We are building a club that can regularly compete for top honours at the highest level. As everyone knows, a strong commercial programme is vital to this goal and I am delighted to welcome Wonga into the fold as our lead commercial partner, alongside Puma and Sports Direct. Throughout our discussions Wonga’s desire to help us invest in our young playing talent, the local community and new fan initiatives really impressed us and stood them apart from other candidates.’

Errol Damelin, founder and CEO of Wonga added: ‘We’re really proud to be involved with Newcastle United. It is one of the biggest and most important clubs in the UK by any measure and has a fantastic following around the world. We’re also really excited about investing in future stars both on and off the field. The Academy and the Enterprise Scheme gives us the opportunity to make a big difference.’

‘We have just launched our small business offering and there are more great products to come. We know our customers love football and it goes without saying that, alongside Newcastle United, we will continue to support Blackpool and SFA Cup Winners Hearts.’