Newcastle United - The Sports Direct Arena
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The Sports Direct Arena

Before we run the statement, I'd like to express on site that the renaming is a disgrace to the city of Newcastle, Mr Ashley has not just offended football fans, he has upset many people in Newcastle who pride themselves on their heritage. Well done Mr Ashley. NUFC strive for success, as any football club, but at the expense of pride and history?

The statement reads.

Newcastle United have today announced plans to license the full naming rights to the club's stadium following consultation with international branding experts.

The board are committed to generating additional commercial revenue from advertising and sponsorship opportunities.

The original naming rights proposal, launched in November 2009, invited sponsors to link their brand to St. James' Park, but this did not prove commercially attractive.

As such, the club will now seek a sponsor who will be granted full naming rights. Until such time the stadium will be renamed the Sports Direct Arena.

Managing Director, 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 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. Stadium rebranding offers a lucrative way for clubs to secure significant additional income.

'When we initially launched our plans at the end of 2009, we invited sponsors to attach their brand to that of St. James` Park.

'However it has become clear that in order to make the proposition as commercially attractive as possible, a potential sponsor must be given the opportunity to fully rebrand the stadium.

'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."

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The Journalist

Writer: Ken Waugh  Mail feedback, articles or suggestions

Date:Thursday November 10 2011

Time: 6:19AM

Your Comments (oldest first)

Change to most recent first
It's a shame to see this happening to St. James Park. And just when things are going well for NUFC (for a change). Obviously being a City fan, we changed the COMS to the Etihad, but COMS had no history or deep association with the club. MA should be ashamed of himself. I hope your fans really kick up about this one and show this disloyal**** what you think of his latest sham.
Report Abuse
10/11/2011 12:38:00

Fulham fan in peace. What a load of ****! Can't believe their changing the name! Unbelievable! Feel sorry for you guys. I wouldn't know what to think if they changed Craven Cottage to something else.
Riverside Chanter
Report Abuse
11/11/2011 07:44:00


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