SJP NAME CHANGE INDEFENSIBLE

I'm not from Newcastle. I can't claim to have grown up spending my Saturday afternoons at St. James' Park.

So I won't pretend to fully understand the rage born-and-bred Geordies are feeling after learning of Mike Ashley's decision to rename Newcastle United's 119-year-old stadium the Sports Direct Arena. But it still bothers me, and I'm guessing nearly all of my fellow American Toon fans feel the same way.

None of us chose to support Newcastle because of on-field success. Talk to any American Newcastle fan and you're likely to hear a similar story of why they fell in love with a team half a world away: It was the general feel of the club. St. James' Park plays a prominent in creating that feel.

Sure, the stadium isn't being levelled. And every fan will still call it by its rightful name, just as we all did after the genius plan to rebrand it as "sportsdirect.com @ St. James' Park" emerged in 2009. But this is a public relations risk - can it even be called a risk if it's guaranteed to create nothing but vitriol? - that Newcastle's board didn't need to take after an incredibly positive start to the season that had boosted Ashley's reputation among fans.

The Ashley regime is spinning the name change as a way to increase revenue in tough economic times, particularly when paired with a shirt sponsorship deal (Newcastle's contract with Northern Rock expires at the end of the season). Of course, no revenue will be generated until the naming rights are sold. So what is the economic benefit to the club of rebranding it as an advertisement for Ashley's company in the interim? And how much is fan happiness worth?

Ashley and Co. would probably say they've been here before. After all, weren't we all outraged when Andy Carroll was sold in January? And weren't we even angrier when a new No. 9 failed to arrive in the summer? We got over both of those supposed catastrophes.

This is different. Those moves could be justified by subsequent results. Carroll has struggled at Liverpool, while Newcastle had more than enough to stay up last season. And, with the No. 9 still vacant, Newcastle sits third in the Premier League table at the moment. But what realistic result could justify defacing St. James' Park? Winning the Premier League because of the cash infusion from the name change?

Not for me. Maybe that's silly. But that's why I'm a Newcastle fan.

Comments

[Tony Toon]

When I woke up this morning to the news I was immediately aware of the glee with which it was being reported by the media starved of the usual sensational stories out of Newcastle these last few months. It was just what they had been waiting for - and were immediately searching for rioting fans outside the ground Personally I wasn't bothered about the proposal as it will always be St James' Park to most. Then I became aware that the majority of fans on the blogs felt as I did - not becoming hysterical as the media would like to see, but understanding that Ashley can put up as many name name signs as he wants but the world will always know the home of Newcastle United FC as St James' Park. No doubt an Ashley hater, of which there are still many, will be wheeled in front of the cameras to represent the geordie nation but I hope that common sense prevails. It really doesn't change anything so far as I can see - except to raise some extra revenue for our team. HWTL.

[Gary Gwynn]

They've only changed it to advertise to other company's that there stadium is available for renaming, they've announced this morning that the new name is only temporary... And any company wanting to rename the Stadium can do at the cost of 10 million... There's a bigger worry now, when our Puma deal runs out, Ashley might place one of his sport brands on the shirt...he owns sports brands such as Donnay, diadora, everlast, and has a 50% share in Umbro aswel... If it comes to that, it will. Become obvious ashely is only using Newcastle to advertise his company.

[IanMJ]

Ah went to Sport's Direct Races, 'twas on the ninth of June,
Eighteen hundred an' sixty-two, on a summer's afternoon;
Ah took the 'bus from Sports Direct, an' she was heavy laden,
Away we went along Sports Direct Street, that's on the road to Blaydon (@Sports Direct)

TOON TOON
SOORTS DIRECT ARMY!!!!

[Mick Glass]

I think he's looking @ Man City's deal worth £400 million ( Rumoured ) & thinking"I'll have some of that",,without thinking it through properly..Media to have a field day,trying to cause unrest..

[Jaeger]

wish there was a better way to get more revenue. i dk. the only real reason i can see this is to make the club go into the black so if we make it to europe that we can compete according to the fair play rules. but to me its just like selling the naming rights to lambeau field for more money (which, correct me if i'm wrong, but is one of the only NFL stadiums not sponsored). it's part of the identity of the club. next generation might not know it as SJP and that's just depressing in my mind.

[Yeager]

Uh, I would take the name change in exchange for a Prem League Title. That's just me though. Perhaps because I'm so used to seeing this kind of thing in US sports, it really doesn't bother me at all.

[Ocorious]

Why did he do it this way though? Why slide it in when he knows it'll fade away quicker at this point in time. Why say out right "this will never happen" then spring it on us? In time I would agree our stadium rights will need to be sold. It's the incredibly unfortunate way the world works that history and relationships are much less important than the bottom dollar. It makes me sad at night that, that is the way things work but it'll benefit the team and Newcastle United (20 years team names will be sold; what you think?).

That being said I take a huge offense to the continued behavior of Mike and Derek of treating us like they're immature adults taking care of their ignorant children; telling us nothing then acting on their own insisting they know what's best so hush. I refuse to overlook being treated this way just because the TEAM's work ethic has got us so far.

I'm down with the stadium change. I'm not okay with the way the board has continued to treat fans. They make strives towards being better and communicating more but then they show the surface value of that change.

Our position in the league is temporary; St. James Park is never more.

[Ryan]

Sad, sad day. I can see the financial argument for doing it, but I, along with most others, will still call it St. James Park. And, I don't think the Mike and Derek looked at the flip side of the coin. They looked at how much they can make via naming rights, but they didn't consider that even MORE money could be lost due to the name change. Obviously, people are upset, and if I am a company looking at putting my name on the stadium, I would be a bit worried whether Geordies and fans mad at the name change would boycott my company's products.

I do like how the Newcastle City Council have come out and said it will always be SJP and all signs in town will remain the same. So it may say something else on the grounds, but just across the street it will say SJP.

I would find it a bit funny if someone that had lots of money to spend would pay the 10 million and have the St. James Park name put back. I bet that would burn Ashley and company just a little.

I am very saddened and disappointed. Again, I understand that the revenue may help us get to Europe, which may lessen the blow a bit. But, there are some things that MUST NEVER BE CHANGED. In my opinion, renaming St. James Park should never even be thought of, let alone carried out. And that is sadly what Ashley and co. did.

It's like Ashley and Llambias enjoy causing a stir every few months. Just when fans get on their side, and Newcastle is quiet for an extended period of time, they do things like this. It's almost as if they have a medical condition in which they enjoy causing grief to others. And one thing they forget is that they are always looking outside the club/city for opportunities. But, they forget those INSIDE the club and the city. Those are the customers Ashley should be wanting to please, not alienate. Without their financial and moral support, the club wouldn't exist. NUFC fans are what makes the club go, not mike Ashley. So the plan of continuously making the lifeblood of the club upset over and over again is foolish.

In the end, I will always support the club 100% heart and soul. While I like some of the sense Ashley has brought, he has also done some pretty stupid things in my opinion. That is his right as owner. As Steve Wraith says, support the club at all times. You don't have to support the regime to do that. I support Ashley for many of his decisions. I won't support him for his foolish decisions that seem to be made only to piss off the fans.

[LC]

If there had been commercial intrest, the club would have received offers in the last two years for sponsorship after it had been renamed "twats r us @ SJP". This is ashley's last ditch effort to show any potential suitors that the stadium naming rights could, in fact be sold. Truth be told, if it could have been done already, it would have been done. Do you think this man's seen money,(or a pie for that matter) that he didn't like? If not, you're bloody kidding yourselves.

This is ashley screwing with the fans simply because he thinks he might be able to make a buck or two.

For anyone who's stood on the quayside and looked up at the marvel that is St. James Park, you'll know just what it means to the city, and to the good people who live in the area. I went for the Tyne/wear derby on 20/4/2008. I saw the fanatical support in the level 7 singing section where I sat, and what it TRULY means to be a supporter of this club. We don't have this in america. Not even close.

I encourage everyone outraged at this travesty to do as I am, and join the supporter's trust. Contribute what you can in the hopes that they can buy a stake in the club, and have our voices heard.