Newcastle United fury as owner Mike Ashley renames St James' Park after his shop

04 November 2009 22:30
In a move which is certain to infuriate Newcastle supporters even further, owner Mike Ashley has confirmed plans to re-name the club's stadium SportsDirect.com@St James' Park until the end of the season.[LNB]So Newcastle's famous old ground now resembles an email address, with Ashley's own company on the title.[LNB]In an attempt to appease supporters, and head off potential fury before Saturday's clash with Peterborough United, Ashley and managing director Derek Llambias have created another PR disaster and inflamed opposition to their controversial reign.[LNB] Sore point: St James' Park will now have sportsdirect.com sandwiched into its name[LNB]Fans reacted angrily when Ashley announced last week he intended to sell off the naming rights for the ground in an attempt to raise funds. That declaration came after Ashley decided to take the club off the market, having failed to find a buyer prepared to match his £80 million asking price.[LNB]Yesterday Llambias appeared on local radio in an attempt to head off protests and insist that the name St James' Park would not be lost completely. [LNB]But the move looks to have backfired and fans have insisted the decision to add a commercial name to the stadium, especially as it is Ashley's company, is an insult to the club's history.[LNB]The issue has now been brought up in the House of Commons by a local MP who is calling on the Newcastle hierarchy to ditch the plan. But Tyne Bridge MP David Clelland's motion looks to be too late to halt Ashley's plans.[LNB]And that's where we'll write 'Mike Ashley rules, OK'... Newcastle owner Ashley (left) and managing director Derek Llambias[LNB]Llambias revealed: 'We are just looking to maximise our revenues. Wehave a great opportunity because our sponsorships are coming to an end a kit sponsor,shirt sponsor and then we have a stadium rights sponsor.[LNB]'Our intention is to put a package together that would include, forinstance for the stadium rights, a jumbo screen which is great for thefans as well.[LNB]'Whoever the sponsor is, we are never going to lose St James' Park, it is always going to be @St James' Park.[LNB]'So at the moment the Gallowgate has already got SportsDirect.com.We would like to follow that through and take it for the rest of theseason as a showcase to whoever is out there who would like to buy thepackage. [LNB]'We know the history, an incredible history. We understand St James'Park, the history is just wonderful. We are not trying to take thataway, we are just trying to add something to the revenue.'[LNB] On to a winner: Ryan Taylor (right) celebrates scoring for Newcastle against Sheffield United with team-mates Alan Smith (left) and Nicky Butt[LNB] [LNB]But fans said the new name would still be an insult to the club's proud heritage.[LNB]More than 16,000 people have signed a petition organised by the Newcastle UnitedSupporters Trust protesting against the plans.[LNB]Mark Jensen, editor of The Magfanzine, said: 'The idea of turning the history of St James' Park intosomething that resembles an e-mail address absolutely beggars belief.[LNB]'The people at the club have shown that they have absolutely noclass, and while they talk about having a long-term plan it's quiteclear that they just make it up as they go along.'[LNB]Llambias also sought to clarify other issues resulting from lastweek's announcement to withdraw the club from sale and hand themanagerial reigns to Chris Hughton for at least 18 months.[LNB]He said the £20 million put into the club by Ashley last week willgo to cover wages and other costs, rather than buying players.[LNB]That means Hughton may have to continue to rely on loan signings to maintain Newcastle's charge for promotion.[LNB]But Llambias added: 'In January, if Chris sees a player he wants tobuy for a million quid or so, we will go out and get him. Promotion isthe most important thing this season and we should all be focused on that.'[LNB] Grounds for concern! Newcastle join the KitKat Crescent and Pizza Hut Park in the 'dodgy stadium names' hall of shameSol desperate to clinch Newcastle move as he fights County gag orderSheffield United 0 Newcastle 1: Harper stakes his claim with a dazzling displayNewcastle hero Malcolm Macdonald hits out at plans to re-name St James' Park  Explore more:People:Ryan Taylor, NICKY BUTT, Mike Ashley, Derek Llambias, Darren FergusonPlaces:Newcastle, St James' Park

Source: Daily_Mail