NFR - Newcastle Rename Stadium.

[Luke]

Newcastle re-name St James' Park the Sports Direct Arena


St James' Park has been the home of Newcastle since 1892

Newcastle United have renamed St James' Park the Sports Direct Arena after owner Mike Ashley's company.
The club say the change is a temporary measure to "showcase" the sponsorship opportunity to "interested parties".

However the St. James' Park title has been dropped as the club does not think it is "commercially attractive".

Newcastle are now searching for a "long-term sponsor to acquire full naming rights", possibly for both the ground and playing kit.

Managing director Derek Llambias said: "Stadium rebranding offers a lucrative way for clubs to secure significant additional income."


Newcastle United and St James' Park are synonymous but it's more than just a name to the Newcastle fans. The Geordies are deeply proud of their stadium that has stood in the heart of the city since 1892. I don't think the club wish to be disrespectful to the club's history and they are aware its an emotive issue but believe they have to move with the times. While the name might be different, the ground will never change and will always be St James' Park.
Ian Dennis BBC Radio 5Live chief football reporter

The club originally planned to allow sponsors to link their brand to the St James' Park title but that idea, put forward in 2009, is now replaced by the offer to purchase full naming rights.

At the time of the 2009 proposals, Newcastle were struggling after being relegated from the top flight. But the team are now flying high - currently third in the Premier League.

Reacting to news of a possible name change two years ago, Newcastle fans told BBC Sport that the idea was a "nightmare" and "abysmal".

Although it has become common for clubs to hand naming rights to sponsors when they move to new grounds, it is unusual for a traditional stadium to have its name changed.

In a statement, Llambias explained: "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.

"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."

Reflecting their self-sufficient aims, Newcastle published a mission statement in the matchday programme for their Premier League game against Tottenham on 16 October in which Llambias said the club were aiming "towards being able to operate within the boundaries of Uefa's financial fair play rules".

That statement came after the Magpies reported operating losses, before player trading, of £37.7m in 2008-09 and £35.5m in 2009-10.

Newcastle's intention to watch their budget carefully has been clear in the departures of Andy Carroll, Kevin Nolan and Joey Barton, while the club's mission statement made clear they would focus on players who could "develop and realise their potential".

Another potential revenue stream is making a shirt sponsorship deal available to any company interested in taking on the naming rights of the stadium.

Lambias added: "Naming the stadium the Sports Direct Arena helps up 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.

"Our shirt sponsorship deal with Northern Rock will also expire at the end of this season, which presents would-be sponsors with the opportunity to acquire both the naming rights and shirt sponsorship deals."

St James' Park the oldest ground in the North-East with football having been played on its turf since 1880. Newcastle East End moved to the ground in 1892 before changing their name to Newcastle United.

After major development, a new-look St James' Park was opened on the site in 1905.

http://news.bbc.co.uk/sport1/hi/football/15668207.stm

[os5889]

Clever bit of business management and perfect timing right now! Fans are hardly going to rebel when third in the league and can get a season ticket for a fixed £300 for 10 years!

Hardly done much wrong has Mike Ashley overall. Newcastle a sustainably run club punching well above their weight with a group of together players.... Sound familiar anyone?

[Mr_Moon]

You can't honestly be comparing Newcastle with Fulham.

[Lighthouse]

Good grief, Newcastle have been raped,pillaged,abused,spat at and dragged through the streets naked by Ashley. He is not the sort of owner I would care to see manage a local toilet let alone a great club like Newcastle. Yes things are going well this season but I would wait before we start comparing Ashley to anything decent.

Newcastle are a huge club with a huge fan base that have punching well below their weight until now. Fulham on the other hand are a small club punching above their weight. Fulham are now planning for the furture and trying to juggle survival now with that.

[DukeTyrion]

Mike Ashley seems to be always on the look out for a way to upset the Newcastle fans.

Things were going so well fo the club this season, that he randomly decided to rename the stadium, in the hope that would p*** them off instead!

[BalDrick]

Ashley's a prime example of why a fan shouldn't buy a club, a businessman should.

Of late he does seem to have tried to get things on a more even financial keel, and this may go some way towards doing just that. The fact that nobody bar broadcasters (and only them because they'll have to) will refer to the place as anything but St James Park means that actually not a lot has changed.

[Burt]

I can't imagine this going down at all well.

St James Park is synonymous with the club, and to rename it the Sports Direct Arena is trashing decades of history.

[Airfix]

I can't imagine this going down at all well.

St James Park is synonymous with the club, and to rename it the Sports Direct Arena is trashing decades of history.

I call Arsenal's ground "Ashburton Grove".  I call Brighton's ground "Falmer".  I call Slumford Bodge "The Sh*thole". 

I will not pander to sponsorship of football grounds.  Newcastle United play at St James' Park.  :59:

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[Vinnieffc]

God help us that we don't change from Craven Cottage to the Michael Jackson Arena or similar (gulp)  :035:

[AlFayedsChequebook]

I think Ashley has done a decent job at Newcastle, and should be getting some plaudits for the turnaround he helped achieve.

He took over a club in pretty dire financial straits, struggled initially, but has now cleared the debt, got rid of players that were overpaid and underachieving and sorted out the scouting network.

They will be Premier league mainstays for years to come, probably not challenging for the league or top 4, but I would expect to see them in Europe over the next few seasons.

[TWFL]

I think Ashley has done a decent job at Newcastle, and should be getting some plaudits for the turnaround he helped achieve.

He took over a club in pretty dire financial straits, struggled initially, but has now cleared the debt, got rid of players that were overpaid and underachieving and sorted out the scouting network.

They will be Premier league mainstays for years to come, probably not challenging for the league or top 4, but I would expect to see them in Europe over the next few seasons.

I agree, it is just the small amount of poor decisions that are remembered and not the overall picture which is that Ashley has made Newcastle a top side without debt which very few Premier League teams can say.

[Burt]

It's generating a fair bit of excitement amongst the locals.

http://boards.footymad.net/forum.php?tno=386&fid=185&sty=2&act=1&mid=2115956653

[jarv]

So what! :58:

It will always be St. James's, just like Craven Cottage will always be (and old trafford, wembley etc etc.) Highbury is different, they moved. What is the differencce between sticking a name outside or erecting a statue which bears no relationship to the club. It is what happens on the pitch that counts.

If it brings down ridiculous ticket prices, I vote for it.

[Mr_Moon]

Could be worse, could be Freddy Shepherd