Rebranding of St James’ is one more insult and a humiliation
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MIKE ASHLEY PLEDGES TO SPEND NEWCASTLE NAMING RIGHTS CASH ON PLAYERS: EXCLUSIVE
Mike Ashley will plough back every penny he receives from the St James' Park naming rights to fire Newcastle United back into the Premier League. The Newcastle owner once again came under fire from the Toon Army this week after announcing that their famous stadium was set to be re-named.
But a source close to Ashley has told People Sport that the rights will not be flogged off on the cheap. The Ashley camp have also assured Newcastle fans that he is fully committed to taking the club back into the top flight at the first time of asking. And now the owners - dubbed the Cockney Mafia by sceptical Toon fans - have promised that:
Potential sponsors will have to fork out £6MILLION a season to take over naming rights of the ground. Manager Chris Hughton will be given EVERY PENNY of that cash to strengthen his squad. None of the club's young talent, such as striker Nile Ranger who was watched by Manchester City talent spotter Brian Marwood during Newcastle's defeat of Doncaster last week - will be sold off.
The Tynesiders are in a better financial state than half of the Premier League clubs. The Toon source said: "Mike recognises what the name St James' Park means to the Newcastle fans and he understands why there is some anger. "But all he is asking is for the fans to sit back and take a realistic look at the situation.
"It is costing him £3m a month out of his own pocket to run Newcastle and he is trying to look at other ways of raising revenue - the St James' Park name is one of his few valuable assets. "But he is not going to flog the name of the stadium to the first bidder. "He is looking for a significant figure for the stadium naming rights and if he gets it, all the money will go to help Chris Hughton strengthen the team."
Ashley has been criticised for a lack of investment since he bought Newcastle in May 2007 and has clawed back £60m in the transfer market. But earlier this week, the club released a statement saying that Ashley was set to plough £20m into the club.
Sport revealed last Sunday that Ashley has decided to keep Newcastle United after no-one met his £100m asking price, while on October 4 we told you that caretaker boss Hughton was set to be given the Toon job on a permanent basis.
The Ashley source added: "Mike has to run the club as a business and at the moment it is probably in a better state than 50 per cent of teams in the Premier League. "Yes, Mike has made mistakes, none more so than the appointment of Dennis Wise as director of football, but what has not been a mistake is the way the club is now reaping the rewards of unearthing young talent.
"Mike is absolutely delighted at the way the likes of Ranger and Andy Carroll have come through." But Ashley hasn't ruled out a sale of the club in the future.
The Ashley source added: "If someone with real financial clout came in, like Sheikh Mansour did at Manchester City, then Mike would sell it overnight.
"He accepts that the Newcastle fans are never going to love him, not until he gets the club back into the Premier League. "But he just wants the fans to love their team and he has been thrilled by the way they have done this season."
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NOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
damn it..
we just need you OUT!
zzzzz..
its like renaming Stamford Bridge to Samsung Statidum..
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temasek should buy the rights.
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i think a really devoted, rich newcastle fan shld by the rights to the name St James'. then he should just throw in 6M a season to help the team but dont do anything to the name.
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actually newcastle should rename its stadium to
Shearer Stadium..
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Newcastle United fury as owner Mike Ashley renames St James' Park after his shop
Sore point: St James' Park will now have sportsdirect.com sandwiched into its name
Newcastle have announced that their ground will be known as the sportsdirect.com @ St James' Park Stadium for the rest of the season at least.
Managing director Derek Llambias has told BBC Newcastle the stadium will be named after owner Mike Ashley's sportswear shops business until a new sponsor is found.
Llambias said: '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.'
Controversial businessman Ashley has already angered Newcastle supporters after announcing plans to offer the famous stadium to business in a bid to raise cash.
The move provoked a furious reaction and a call from some fans to protest at the ground on Saturday before their clash with Peterborough United, the first home game since Ashley confirmed he has taken the club off the market.
And that's where we'll write 'Mike Ashley rules, OK'... Newcastle owner Ashley (left) and managing director Derek Llambias
Llambias is unrepentant, and as he aims to build bridges with unhappy supporters, Llambias has conceded that the decision to offer the naming rights for the ground could have been handled better.
He 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.
'On the outside - where you see St James' Park - we would like to have sportsdirect.com @ St James', so it can showcase it to whoever is out there that wishes to buy that package.'
Llambias was also keen to express that the existing St James' Park name was to stay a feature of the site, and believes supporters will see a tangible impact if the scheme is a success in the future.
'In our reign, absolutely (the name will stay), it's just that we're adding to it,' he said. 'If it brings in a good chunk of money to the club, that goes straight to the team, it's a revenue we should look at.'
Ashley and Llambias were at Bramall Lane on Monday night to see Newcastle pull off a 1-0 win which took them back to the top of the Championship.
The pair are also likely to attend the weekend game with Darren Ferguson's Posh but, after months of fairly subdued protests against the regime, could find this latest announcement provokes even more hostile reaction from home fans.
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I'm fairly sure that almost every decision made by Mike Ashley since he arrived at Newcastle United has been the wrong one. I'm absolutely staggered. How did he get so rich in the first place?
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November 5, 2009
Newcastle United rename historic stadium sportsdirect.com@StJames' Park
In 1892 two football teams joined to form Newcastle United and to play at St James’ Park, and what was once a sloping patch of grazing land became one of Britain’s most famous football grounds.
The passing years and the legendary players who graced its turf burnished the old name into something more than a stadium: the title spoke of a proud history, of 1950s’ cup victories, of Alan Shearer scoring, of Sir Bobby Robson pacing the touchline, of Kevin Keegan urging his team forward.
Now the title speaks of an online sportswear company. For the next six months the cathedral of Tyneside football shall be known as sportsdirect.com@St James’ Park.
The fans are incandescent.
The names of newer stadiums have been sold for the purposes of sponsorship. Bolton Wanderers play at the Reebok Stadium, York City play at the Kit-Kat Crescent. But the rebranding of St James’ Park is being seen as one more insult in a long period of humiliation that began in 2007.
That was the year that the man behind the rebranding assumed control of the club. Mike Ashley, the billionaire businessman and founder of Sports Direct, paid £134 million. Fans were cautiously optimistic. He seemed enthusiastic about the club, he was in the stands at games and he certainly knew how to make money.
He had, however, completed the purchase without undertaking due diligence and did not realise that a change of ownership meant that much of the club’s £70 million debt would need to be repaid.
His new regime declared that it would take a long-term approach to running the club. Then it sacked Sam Allardyce, the manager, after half a season, and replaced him with Keegan. A heroic figure on Tyneside after an earlier spell in the dugout and his time as a player, Keegan walked away when players that he did not wish to sign were forced upon him.
Keegan, who had been told to view a new signing on YouTube, was subsequently vindicated in his case for constructive dismissal.
In his place Mr Ashley hired Joe Kinnear, an out-of-work manager, but when he fell ill, Alan Shearer was appointed on a short-term basis. In spite of Mr Ashley describing it as his “best decision” at Newcastle, the former England captain was not off- ered a full-time contract. Poor results led to relegation and redundancies and attempts to sell the club failed.
Demoted from the Premier League to the Coca-Cola Championship, fans have gained a brief respite from the troubles under Mr Ashley’s fifth manager, Chris Hughton. Out of the discontent Hughton has forged a team that is top of the Championship.
But even as the club was confirming that it was no longer for sale and that Hughton had been given a permanent contract, it gave fans another reason to be tearful. At the bottom of that official statement, Newcastle announced that offers for the naming rights to the stadium would be welcomed.
It unleashed a wave of resentment from fans, who had shown their support in the previous home match, when almost 44,000 attended the game against Doncaster Rovers.
Petitions have been set up — the Newcastle United Supporters Trust (NUST) has collected more than 16,000 names — and demonstrations are planned for Saturday’s game against Peterborough United.
Derek Llambias, the club’s managing director, said that the St James’ Park name would remain and that they “could have worded” their statement better. He added that Mr Ashley’s running of the club had been “nearly spot on”. The form that St James’ remains — prefaced by the website of a company of which Mr Ashley is still the majority shareholder — is both peculiar and an affront to most supporters.
“We strongly believe the name and the soul of our ground is not theirs to sell,” NUSC said. Newcastle will also not receive a penny from Sports Direct in branding fees.
But it is questionable how many companies will want to be linked with a club suffering such agonies.
Llambias issued a rallying cry to fans: “The negativity around the city, it needs to stop. You need to concentrate on supporting the team.”
At the famous sportsdirect@St James’ Park. Or whatever it is called.
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look at highbury, it changed to emirates stadium right? what's the big deal?
if they sell the name, and get tons of money, that ultimately improves the team, isn't that top priority? they still called newcastle united FC, right? or are they selling them to be called "barcodes, jailbird"? So just moved on la. till U get another Roman or an arabian prince, if U are lucky.
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Originally posted by iceFatboy:
look at highbury, it changed to emirates stadium right? what's the big deal?
if they sell the name, and get tons of money, that ultimately improves the team, isn't that top priority? they still called newcastle united FC, right? or are they selling them to be called "barcodes, jailbird"? So just moved on la. till U get another Roman or an arabian prince, if U are lucky.
when did highbury chage name?
arsenal MOVE OUT of highbury.
Emirates stadium have NOTHING to do with highbury...
get your facts right before talking nonsense.
what if one day Old Trafford changes it name to AIG Stadium or Aon Stadium.
u like that?
is not about money. its about history.
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Originally posted by youyayu:
hen did highbury chage name?
arsenal MOVE OUT of highbury.
Emirates stadium have NOTHING to do with highbury...
get your facts right before talking nonsense.
what if one day Old Trafford changes it name to AIG Stadium or Aon Stadium.
u like that?
is not about money. its about history.
Can you read this? -> http://en.wikipedia.org/wiki/Arsenal_Stadium..it was Arsenal Stadium, whether they moved or etc, they changed the name, no?
Why was it not for money? as seen below->
"It was announced on 5 October 2004 that the Emirates Stadium will be know
as such for at least the first 15 years after the club agreed a £100m sponsorship deal with Emirates Airline. This sum also includes payments for an eight-year shirt sponsorship by Emirates, starting in the 2006–07 season.[11]
The stadium name is often colloquially shortened to "The Emirates", although some supporters continue to use the former name "Ashburton Grove" or even "The Grove" for the new stadium, especially those who object to the concept of corporate sponsorship of stadium names.[12] This discrepancy between official and unofficial names is similar to the manner in which Arsenal's former ground, Arsenal Stadium, was almost universally referred to as "Highbury" by supporters, the media and the club itself.[13]"
Well, I am quoting from Wiki, so if I am wrong if they are wrong.
Well, if OT were to change names, sure, why not, as long as it is a proper name? And watch your tone.
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Originally posted by iceFatboy:
Can you read this? -> http://en.wikipedia.org/wiki/Arsenal_Stadium..it was Arsenal Stadium, whether they moved or etc, they changed the name, no?
Why was it not for money? as seen below->
"It was announced on 5 October 2004 that the Emirates Stadium will be know
as such for at least the first 15 years after the club agreed a £100m sponsorship deal with Emirates Airline. This sum also includes payments for an eight-year shirt sponsorship by Emirates, starting in the 2006–07 season.[11]
The stadium name is often colloquially shortened to "The Emirates", although some supporters continue to use the former name "Ashburton Grove" or even "The Grove" for the new stadium, especially those who object to the concept of corporate sponsorship of stadium names.[12] This discrepancy between official and unofficial names is similar to the manner in which Arsenal's former ground, Arsenal Stadium, was almost universally referred to as "Highbury" by supporters, the media and the club itself.[13]"
Well, I am quoting from Wiki, so if I am wrong if they are wrong.
Well, if OT were to change names, sure, why not, as long as it is a proper name? And watch your tone.
Yes yes yes.. the FatBoy is correct...
Its because of the Emirates sponsorship thingy... therefore their shirt also Emirates.
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Originally posted by MaNyZeR:
Yes yes yes.. the FatBoy is correct...
Its because of the Emirates sponsorship thingy... therefore their shirt also Emirates.
nah, water under bridge.. who is correct, no matter.
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Originally posted by iceFatboy:
Can you read this? -> http://en.wikipedia.org/wiki/Arsenal_Stadium..it was Arsenal Stadium, whether they moved or etc, they changed the name, no?
Why was it not for money? as seen below->
"It was announced on 5 October 2004 that the Emirates Stadium will be know
as such for at least the first 15 years after the club agreed a £100m sponsorship deal with Emirates Airline. This sum also includes payments for an eight-year shirt sponsorship by Emirates, starting in the 2006–07 season.[11]
The stadium name is often colloquially shortened to "The Emirates", although some supporters continue to use the former name "Ashburton Grove" or even "The Grove" for the new stadium, especially those who object to the concept of corporate sponsorship of stadium names.[12] This discrepancy between official and unofficial names is similar to the manner in which Arsenal's former ground, Arsenal Stadium, was almost universally referred to as "Highbury" by supporters, the media and the club itself.[13]"
Well, I am quoting from Wiki, so if I am wrong if they are wrong.
Well, if OT were to change names, sure, why not, as long as it is a proper name? And watch your tone.
but emirates at least help arsenal to build a new stadium.
what in the blue hell did sportsdirect crap do for newcastle united?
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with this owner in charge, everything he touches turned not into gold, but shit. he is culpable for newcastle relegation last season. he will continue to do shit on newcastle, just like the 2 american yankees at liverpool.
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Originally posted by Rooney9:
with this owner in charge, everything he touches turned not into gold, but shit. he is culpable for newcastle relegation last season. he will continue to do shit on newcastle, just like the 2 american yankees at liverpool.
he is much worse then those 2 arshole
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Originally posted by youyayu:
but emirates at least help arsenal to build a new stadium.
what in the blue hell did sportsdirect crap do for newcastle united?
how would any of us know? right?
my pt, there has to be some $$$$ coming into newcastle, that hopefully, flows back into the transfer funds..given how no one wants to buy newcastle, and owner is not as rich as b4, there has to be ways to make $$$.. imagine owner raises the ticket prices instead??
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Originally posted by Rooney9:
with this owner in charge, everything he touches turned not into gold, but shit. he is culpable for newcastle relegation last season. he will continue to do shit on newcastle, just like the 2 american yankees at liverpool.
I think the biggest mistake was to employ wise to be director of football which "killed" keagan, even Bobby Robson said so too.
I think the owner is desperate to sell the club, but no sale. Same as Liverpool, already the two owners are in ME, trying to sell, but no bites.
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Originally posted by iceFatboy:
I think the biggest mistake was to employ wise to be director of football which "killed" keagan, even Bobby Robson said so too.
I think the owner is desperate to sell the club, but no sale. Same as Liverpool, already the two owners are in ME, trying to sell, but no bites.
the biggest mistake is he owning newcastle. if he is not the owner, how the hell he appoint dennis wise isnt it. subsequent mistake is appointing and then sacking sam allardyce, then keegan and wise thingy, then joe kinnear and lastly shearer. who in the right mind appoint so many managers in 1-2 seasons.
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Originally posted by Rooney9:
the biggest mistake is he owning newcastle. if he is not the owner, how the hell he appoint dennis wise isnt it. subsequent mistake is appointing and then sacking sam allardyce, then keegan and wise thingy, then joe kinnear and lastly shearer. who in the right mind appoint so many managers in 1-2 seasons.
well, you are right too, but when he first came, he was cheered right? the owner who will wear the jersey and sit with the fans.
but the fans wanted more, wanted the free-flowing keagan football in the 90s, the high scoring, but it did not appear. Sam Allardyce was brought in with his scientific approach, and success he got at bolton, did not happen. Keagan, was asked to do his magic, but being out of management for so long, he can't perform, Joe Kinnear, his heart, and Shearer, a passionate but irrational decision which ultimately push the club down.
<NB, information written is based on memory, not Wiki>