Newcastle United rename St James’ Park

Newcastle United have announced that their St James’ Park ground will henceforth be known as the Sports Direct Arena while the club searches for a sponsor to take on the full naming rights.

The decision to change the name of the arena comes following consultations with international branding experts after the club’s original proposals for brands to buy the naming rights for the stadium proved ‘commercially unattractive’.

Managing director Derek Llambias told the club’s website: "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."