Source: Daily_Mail
Newcastle stadium name change - Freddy Shepherd hits out
[LNB]Former Newcastle chairman Freddy Shepherd has poured scorn on the decision to change the name of their famous stadium.[LNB]Newcastle announced on Wednesday that they have dropped their name for the first time in St James' Park's 119-year history.[LNB]Their ground will now be known as the SportsDirect Arena, as the club are looking for a new long-term stadium and shirt sponsor.[LNB]But Shepherd said: 'Fans in Newcastle like myself will always call it St James' Park.[LNB] Theatre of dreams: St James' Park will be controversially renamed[LNB]'Whoever gets it won't be doing them much good, as we'll all call it St James'.[LNB]'It comes back to money. I don't think the fans will be very happy. There is a lot of history.'[LNB]Newcastle say they have 'consulted with international branding experts' after an original plan to lure sponsors 'did not prove commercially attractive'.[LNB]They planned to sell the stadium-naming rights two years ago but reached a compromise after resistance from fans. Since then it has been known although not recognised locally as sportsdirect.com@St James' Park. [LNB] Rebranding: Newcastle will now play at the SportsDirect Arena[LNB] [LNB] [LNB]Newcastle owner Mike Ashley is the founder of the high-street sportswear retailer.[LNB]The club hoped to attract a local sponsor who would accept St James' Park being in the title, but have been forced to widen their search. [LNB] Taking a risk: Chairman Mike Ashley[LNB]Managingdirector, Derek Llambias, said: 'Our aim for Newcastle United is to continue to deliver success for the fans and everyone associated with the club. [LNB]'We must make this club financially self-sufficient in order todeliver that success.[LNB]'Togrow sustainably and allow us to invest in our future, we will need to rely increasingly heavily on commercial income.[LNB]'These are very difficulteconomic times and the board have a responsibility to maximise all revenue streams for the benefit of the club.'[LNB]Newcastle have started brilliantly inthe Premier League this season under manager Alan Pardew, and currently sit in third place behind Manchester City and Manchester United.[LNB]And Shepherd told BBC Radio Five Live: 'Pardew has done a good job, nobody in football could argue with that.'[LNB] Welcome to the SportsDirect Arena: Ashley drops St James' Park nameNewcastle sweat on the fitness of their star man Cabaye Party Tyne as unbeaten Toon continue spectacular startAll the latest Newcastle news, features and opinion[LNB] [LNB] [LNB]
