Newcastle stadium name change - Freddy Shepherd hits out

Former Newcastle chairman Freddy Shepherd has poured scorn on the decision to change the name of their famous stadium.Newcastle announced on Wednesday that they have dropped their name for the first time in St James' Park's 119-year history.Their ground will now be known as the SportsDirect Arena, as the club are looking for a new long-term stadium and shirt sponsor.But Shepherd said: 'Fans in Newcastle like myself will always call it St James' Park. Theatre of dreams: St James' Park will be controversially renamed'Whoever gets it won't be doing them much good, as we'll all call it St James'.'It comes back to money. I don't think the fans will be very happy. There is a lot of history.'Newcastle say they have 'consulted with international branding experts' after an original plan to lure sponsors 'did not prove commercially attractive'.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. Rebranding: Newcastle will now play at the SportsDirect Arena Newcastle owner Mike Ashley is the founder of the high-street sportswear retailer.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. Taking a risk: Chairman Mike AshleyManagingdirector, 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 todeliver that success.'Togrow sustainably and allow us to invest in our future, we will need to rely increasingly heavily on commercial income.'These are very difficulteconomic times and the board have a responsibility to maximise all revenue streams for the benefit of the club.'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.And Shepherd told BBC Radio Five Live: 'Pardew has done a good job, nobody in football could argue with that.' 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

Source: Daily_Mail