Newcastle United rename stadium to attract new sponsors

St James' Park, the home of English soccer club Newcastle United, will now be known as 'The sportsdirect.com @ StJames'Park Stadium' as the club's owner, Mike Ashley, seeks to showcase the sponsorship opportunity to potential sponsors.

4 November 2009 Michael Long
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St James’ Park, the home of English soccer club Newcastle United, will now be known as ‘The sportsdirect.com @ StJames’Park Stadium’ as the club’s owner, Mike Ashley, seeks to showcase the sponsorship opportunity to potential sponsors.

The rebranding of the stadium, which has infuriated the club’s fans, will bring in no immediate cash to the club.

“We are just looking to explore and maximise all our revenues. We’ve got a great opportunity at the moment because our sponsorships are coming to an end,” said Derek Llambias, the club’s managing director, to The Guardian newspaper. “Our intention is to put a package together that would include, for instance, stadium rights with a jumbo screen included in that sponsorship which is great for the fans as well.

“Our intention is to have ‘sportsdirect.com @ StJames’Park’. We were never going to lose St James’ Park, it was always going to be ‘@ StJames’Park’.