Source: Daily_Mail
Newcastle United rebrand St James' Park as SportsDirect Arena
Newcastle will drop their stadium name for the first time in St James' Park's 119-year history from Thursday.[LNB]Their ground will now be known as the SportsDirect Arena but the club are looking for a new long-term stadium and shirt sponsor.[LNB]Newcastle say they have 'consulted with international branding experts' after an original plan to lure sponsors 'did not prove commercially attractive'.[LNB] Theatre of dreams: St James' Park will be controversially renamed[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. 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]Managing director, Derek Llambias, said: '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.[LNB]'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.'[LNB] Rebranding: Newcastle will now play at the SportsDirect Arena[LNB] [LNB] Llambias is searching for a global brand and has a number of interested parties. The board will insist the profits are ploughed into Alan Pardew's team, with at least two major signings already lined up for the January transfer window. Ashley and Llambias confirmed the rebranding exercise in the early hours of Thursday.[LNB]Newcastle are third in the Barclays Premier League but are unable to compete financially with heavyweights Liverpool, Chelsea, Arsenal or either Manchester club. Despite a gate of more than 50,000 for last Saturday's 2-1 win over Everton around 4,000 higher than they expected they must still convince big-name sponsors that they are worthy of investment.[LNB] Taking a risk: Chairman Mike Ashley[LNB]Llambias added: 'When we initially launched our plans at the end of 2009, we invited sponsors to attach their brand to that of St James' Park. However it has become clear that to make the proposition as commercially attractive as possible, a potential sponsor must be given the opportunity to fully rebrand the stadium.[LNB]'Naming the stadium the SportsDirectArena helps us 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. [LNB]'Ourshirt sponsorship deal with Northern Rock will also expire at the end of this season, which presents would-be sponsors with the opportunity toacquire both the naming rights and shirt sponsorship deals.'[LNB]Newcastle are seeking an ?8million-a-year dual deal for sponsorship of their shirts and stadium.[LNB]OtherPremier League clubs are exploring the possibility of renaming their stadiums. Chelsea revealed last week they will sell naming rights to Stamford Bridge and are closing on a deal starting next season.[LNB] Newcastle sweat on fitness of star man Cabaye as Frenchman faces scan on groin injuryNewcastle 2 Everton 1: Party Tyne as unbeaten Toon continue spectacular startNewcastle offer half-price season tickets for fans to ride wave of stunning startAll the latest Newcastle news, features and opinion[LNB] [LNB]
