By Tyne-Talk
November 4 2009

Newcastle United owner Mike Ashley has made the incredible decision to rebrand St James’ Park the SportsDirect.com @ St James’ Park stadium for the rest of the season, with a view to having a sponsor next season as confirmed by Managing Director Derek Llambias. The move will mean Mike Ashley moving money between businesses, in effect recycling his finances.

Originally named in 1892 St James' Park has become iconic and fans were outraged last week the the announcement was made that St James's Park would be no more. Llambias has now confirmed that any further sponsorship deal will also be an "@ St James' Park" deal.

Derek Llambias told the media;

"We will showcase Sports Direct until the end of the season. I'm sure we're going to get a sponsor in for next season.

Referring to the announcement last week that Ashley intended to sell the naming rights of the stadium, Llambias added;

"We could have worded it better, and that's why we came out yesterday to explain what we're trying to achieve.

With the renaming it was always going to be whatever brand it was, at 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.

If this brings in a good chunk of money to the club that will go straight to the team, so it's a revenue we should look at."

Ultimately it is down to Mike Ashley sponsoring Mike Ashley, if this is the case how can a profit be made? As well as today's news, Mike Ashley's Sports Direct is currently in a legal wrangle over their stake in Blacks Leisure & JD Sports (more information here at the Telegraph website).

His next problem comes when the sponsorship deals of Adidas and Northern Rock expire at the end of the season.

Ashley Recycling His Cash In Rebranding Deal

Discussion started by TyneTalk (IP Logged), 04/11/2009 18:35

TyneTalk
04/11/2009 18:35

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Gallowgate Luke
04/11/2009 18:43

I wish Ashley would recycle himself and sod off

Our stadium is St James' Park and Fatboy Ashley altering the name wont change my way of thinking (or any other proper fan).





Edited 1 time(s). Last edit at 2009:11:04:21:59:30 by Gallowgate Luke.

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MissC
04/11/2009 18:46

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TOONTILLIDIE
04/11/2009 18:57

Quote:

Gallowgate Luke
I wish Ashley would recycle himself and sod off

Were hoping

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CNDShearerFan16
04/11/2009 20:23

I really can't believe how low this man has sunk and how lame he is, naming rights don't anger me as much as they used to (part of life here in North America for ages) but sticking your own company's name in front of St. James is just lame/tacky/classless.

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TOONTILLIDIE
04/11/2009 22:57

Do you expect anything different from Ashley, he is a p@ss taker

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