Newcastle's owner, Mike Ashley, faces a potential backlash from supporters after the announcement that St James' Park is to be rebranded as the Sports Direct Arena as part of the club's plan to sell the naming rights to the stadium.In a move which ends 119 years of history, Ashley has temporarily renamed the ground after his company – at no financial benefit to Newcastle – and invited external backers to purchase the rights.
It's a classy joint...
David Conn: Newcastle stadium name-change lacks class and is unworthy of history
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