The move marks a switch in commercial strategy by the Barclays Premier League club after it admitted that an original proposal had not proved attractive to potential partners. Newcastle had invited companies to link their brand to the St James’ Park name as part of a plan launched in October 2009. Newcastle, which is currently riding high in third place in the Premier League, has called the 52,400-seat St James’ Park its home since 1892.
The move to seek naming rights, along with the interim switch to bear the brand of owner Mike Ashley's sports retail company, is bound to prove controversial amongst the club’s fans, but managing director Derek Llambias stated it is essential to the club’s future plans. “Our aim for Newcastle United is to continue to deliver success for the fans and everyone associated with the club,” he told the club’s official website. “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.”
Llambias added: “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.”
Llambias added the club would be open to a deal that would combine naming rights with shirt sponsorship. “Naming the stadium the Sports Direct Arena helps up to showcase the opportunity to interested parties,” he said. “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.”
