Newcastle 'announce new stadium name'
The iconic St James' Park is to be renamed as the "sportsdirect.com @ St James' Park Stadium"
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Wednesday, 04, Nov 2009 02:29
By inthenews.co.uk staff.
Newcastle United managing director Derek Llambias has revealed that the new name for the club's ground will be "the sportsdirect.com @ St James' Park Stadium".
Speaking to BBC Newcastle, Llambias said the renaming would take effect until the end of the current season, at which time it is hoped a new partner would come in with a financial package to buy the naming rights.
"I'm sure we're going to get a sponsor in for next season," said Llambias.
"Until then we will showcase Sports Direct."
Sports Direct is the company that made owner Mike Ashley his fortune, although his stock with Magpies fans has fallen drastically since he bought out the club two years ago.
After presiding over five managerial changes - including the high-profile returns and then consequent departures of Toon legends Kevin Keegan and Alan Shearer - Ashley tried to sell the club after relegation from the Premier League.
Ashley has since announced his intention to remain in charge, but angered fans still further by suggesting he would be changing the name of the club's iconic home.
"We could have worded it better, and that's why we came out yesterday to explain what we're trying to achieve," Llambias continued.
"With the renaming it was always going to be 'whatever brand @ St James' Park.
"For the remainder of this season, we already have sportsdirect.com on the Gallowgate so we'd like to take that branding through the rest of the stadium."
Despite the troubles behind the scenes, and several thousand disgruntled voices on the terraces, Newcastle are doing well in the Championship this season.
After 15 games the Magpies are top of the table with 30 points and look on course to return to the top flight at the first time of asking.