Malcolm Macdonald: "Why are Mike Ashley and Derek Llambias so hell-bent on picking a fight with Newcastle United fans?
"Selling the naming rights to St James’ Park was a surefire way of infuriating the supporters, just when the team’s performances on the pitch had led to an uneasy truce breaking out between the hierarchy and the fans.
"It’s crazy. In fact, it’s spiteful.
"The timing is cynical in the extreme.
"The team has made a terrific start to the season, exceeding all expectations, and the players, staff and fans are all on a high.
"But instead of trying to build on that, the people in charge have put themselves headlong on a collision course with the supporters – or customers, as they would no doubt see them.
"It is as though they have slapped the fans around the face with a wet fish. It’s an insult.
"It is also bound to reopen all the old wounds between the supporters and the owner, and that could even have an impact on the pitch.
"If I was a player I would be livid, not at the decision to change the name, but at the timing.
"The most annoying thing about this whole situation is that is totally unnecessary.
"As it stands, Newcastle United haven’t made a penny from this.
"If the naming rights had been sold and money brought in to finance new signings, that would be one thing. Fans wouldn’t like the name-change, but at least there would be something tangible to show for it.
"Instead, the name has been changed for nothing – just as a free advert to other companies showing what they might get if they can be persuaded to part with some cash.
"I don’t think there will be a solitary Newcastle United fan who will call the ground anything other than St James’ Park, or SJP for short, just as they always have.
"To the people that matter, St James’ Park will always be St James’ Park.
Source: FOOTYMAD
