St James’ gets Sports Direct branding
NEWCASTLE fans reacted with dismay yesterday after chairman Derek Llambias announced their historic stadium is to be re-branded as sportsdirect@St James’ Park.
Owner Mike Ashley, who also owns the retailer Sports Direct, last week declared his intention to sell the naming rights to the club’s home of 117 years. The change will be effective for the rest of the season, with Ashley hopeful it will help attract a sponsor for the 2010-11 campaign.
“We’re not taking away St James’ Park – we’re just adding to it,” Llambias said. “We will showcase sportsdirect.com this year until the end of the season and I’m sure we’re going to get a sponsor in next season.”
Ashley is already unpopular with supporters, not least because of the club’s relegation last season, and his latest move has fuelled frustration.
“The idea of turning the history of St James’ Park into something that resembles an e-mail address absolutely beggars belief,” said Mark Jensen, editor of fanzine The Mag.
Llambias argued that selling naming rights was “source of revenue that has been undervalued”. He added: “If it brings in a good chunk of money that goes straight to the team, it’s a revenue we should look at.”
Arsenal, Bolton and Wigan have all sold naming rights to their grounds.