Wonga And The Limits Of Non-Geordie Understanding

Newcastle United's new Wonga sponsorship and the polarization surrounding it have been a cultural lesson for we non-Geordies who support the club from afar.

It's unlikely a sponsorship like this would've caused a similar stir in America. Naming rights aren't popular here. But the objections are often superficial, more aesthetic than moral, with a resigned business-is-business shrug. Even as cyclist Lance Armstrong has been stripped of his Tour de France titles and been accused of being at the center of an international doping ring, what controversy there's been over the sponsorship of Sporting Kansas City's jewel-box stadium by Armstrong's LIVESTRONG foundation was quickly dispatched by the club.

Not surprisingly, American commentators in the NUFC Twittersphere have seemed largely unbothered by the "legal loan shark" affliation. I am too, personally. If we're going to get into the business of policing the morals of shirt sponsors, hardly a big and successful business on earth is likely to be pure enough - certainly not Northern Rock, for example, as the Independent cogently pointed out yesterday.

But the Independent is not in Newcastle, and I'm not a Geordie. There's something in the tenor of local reaction to the Wonga sponsorship that makes me suspect it's problematic for a substantial segment of Newcastle fans in a personal, visceral way someone like me who's never so much as set foot on Tyneside can understand. Perhaps the economic downturn has hit the North East of England in a way that makes the people of the region especially vulnerable to and resentful of this particular type of business. That's a guess but it seems to fit what I'm reading. It would also befit a deal made on behalf of Geordies by management from outside the region.

Whatever the reason, I'm feeling like this is an issue that goes beyond the limits of my non-Geordie understanding. Therefore, even though this sponsorship hardly moves my own moral compass one degree, I intend to give my troubled sisters and brothers in Newcastle football spirit the benefit of the doubt and stand with them on this one. The same is true for Newcastle's Muslim fans and players who may object, even though I'm not Muslim and not sure how Virgin Money is OK under their law if Wonga isn't. The bottom line is, it doesn't have the power to affect me like Toon supporters who are Geordie or Muslim or both. You won't see me in a Wonga-emblazoned shirt unless and until they convince me it's OK.

Comments

[steven]

newcastle fans couldnt give a toss either.its just some misinformed press types like yourself who are coming out with this garbage

[Dave Eadevic]

Hi first good well balanced and honest article. I am a geordie, and personally no I won't be wearing wonga. I honestly feel it should be illegal to charge someone 4000 percent interest, and it goes against my morals. This however should be the goverment's problem not the clubs.

Tyneside, I don't think is particularly more effected by the current economic downturn, than say the midlands, but it is also true that it sticks in the throat somewhat to watch someone cashing in so much.

I think a lot of people feel the same as me to be honest, I predict it will be the lowest selling shirt for some years.

[WallsendStu]

Having Wonga on the shirt is probably no differenet to a gambling or alchol company. I think the problem lies with the 4000%apr charged when you think that the average credit card charges are at 15%.. You always get this type of hype from the press when internationals are on as they have nothing to fill their pages with. I would suggest that reverting to St James Park has put Wonga on the fans side but it will be interesting to see what Sports Direct signs are removed from inside and out of the stadium.

[John]

The comment made by Stephen about Newcastle fans not giving a toss is completely and absolutely wrong. I can guarantee that a very substantial body of " thinking " supporters are sick of the ongoing money grabbing antics of the management of N U F C This latest episode of having such a disreputable sponsor whilst so many of the die hard supporters either cannot afford to go to matches or have to go to loan sharks to find short term cash is the lowest blow yet. It also sticks in the craw that a billionaire owner continues to exploit the market to increase his own obscene wealth. It is so ironic that cash strapped Geordies still turn up in their thousands to see millionaire footballers on astronomical wages often underperformance or act like small children

[geordiepat]

Steven - you're embarrassing yourself. Firstly this is a blog not a press article, and secondly the piece raises questions and doesn't deliver hard and fast absolutes. If anything, the piece is tending towards the argument that moralising here has little base, as all corporate sponsors are unscrupulous somewhere down the line. Read articles not headlines, take a minute to reflect and think about your response before you wade in. If you need help with any of the bigger words get a grown up to explain it to you with pictures.

As for the issue, opinion is divided. The tackiness of the name doesn't help - and neither does Ashley's track record for trading on the club's name and reputation for a quick buck wherever possible. Actually building an argument about the legitimacy of Wonga over AIG, for e.g. is probably flakey, so we are left the general feeling that Ashley would go with the Khmer Rouge if their offer was even bigger.

The promise of money going into player investment is obscenely patronising. That should be generated from existing revenue streams. For e,g. Fan's paying huge amounts for season tickets every single year. Just a crazy idea there.

[Spitfire]

There is a degree of hypocrisy going on Or maybe a lack of joined up thinking. It not OK (say some) to have Wonga on a shirt. But seemingly it is OK to have Northern Rock. The bank that went bust and cost ordinary people millions in bale-outs loss of pension rights, worthless shareholdings and 125% mortgages on property now in negative equity. Those same people who may need a quick short term loan from….. hmmm Wonga…. to get themselves out of a mess that the ‘honourable’ bankers and politicians got them into in the first place

I don’t particularly like Wonga but jeez it’s the 21st Century, they are providing a service ( for a profit) . People are not forced into using their services if they don’t want to. Mostly those who will never have to use their services are the ones who are complaining whilst sitting on their lofty moral high ground

[Sean/Ameritoon]

I thought this was a good article and the author is certainly entitled to his feelings and opinions. All of which take a rather non-offensive tone and stance. Fair play to him...

Personally, I'm a bit more abrasive and couldn't care one way or the other regarding Wonga. Mind you, I'm American so the opportunity to use their services is almost non-existent. They do seem to be just another check/cheque cashing/payroll advance store. Do they charge outrageous interest, yep! Would I use them, not if I could humanly avoid it! Are they willing to put money into the club, yes! Bottom line, it's good business.

If the muslim fans/players are going to get in a bother over this - I call that opportunistic and just looking for press. Insurance is considered a sin to them - so all Indonesians wearing those AIG ManU shirts should be getting burned right about now and getting their new AON... oh wait - another insurance company... Better get rid of their Real Madrid tops with BWin (gambling) on it too... I only point these two clubs out because of their world-wide brand...

This whole nonsense about a sponsor is ridiculous. It's all just a wind-up and mostly aimed at the current Mgmt at NUFC. Who, by the way, have been quite decent business folk for us. Sure they might have botched their initial dealings with the fans & club but look where we are under their direction...

I think everyone needs to wind their collective necks back in and buy the shirt (if you're not paying too high an interest on your credit cards) and support the club - its the BADGE not the sponsor we support!

[Jaeger]

i dont see the big deal of it. it puts money into the club. i dont know why people on riding on their 'high horses' of the club being better than wonga vs. virgin or nothern rock or any company that matter. they're just sponsors. now yes, it does look better if we have unicef or goodwill or something on the shirt but its the black and white stripes people recognize on the kit...not the sponsor.

whats wrong with more money being put into the youth academy... yes season tickets raise a lot of revenue for the club, but you have to think about how much wages cost. yes the players are greedy when they're on 50k a week or what have you, either way the club has to pay them that amount and when you have 23+ players in the club that adds up to alot of money. thats why we have sponsors in the first place.

no one has to use wonga, they could pick some other place to go that only charges 2000 % or less or just be responsible with their funds so they dont need to go there at all. if they were doing things illegally then yes i would be opposed to the sponsorship, but hey they've shown their appreciation for the club's history and the fans by renaming it SJP where it could have been Wonga Park or something like that so show some support for the club and not base it off business ethics.

[Timothy McKenna]

Bsns is Bsns. I will be wearing the new Newcastle Jersey because thats what it is to me. Its the NUFC jersey, not a Wonga jersey. Howay the Lads! Pardew has some cash to toss around now.

[MnToonArmy9]

Virtually all businesses can be critiqued for some particluar product or practice. If the rates of interest that Wonga charges are that offensive to the public, I would have to assume that British lawmakers would somehow restrict it. As an American, I won't tell anyone what to feel or think about that issue, but as a Newcastle supporter I am pleased of the return of "St. James' Park" and more money to the academy and to spend on players. I suspect while a number of fans are not trilled with what Wonga does, they'll be pleased with the impact on football operations.

And that bit about Muslim players not wanting to wear Wonga is silly. Every financial services company in the world charges some manner of interest (at least in non-islamic countries) and I've never seen any Muslim players either en masse or individually have issues. It's just on the shirt.

[geordiepat]

"they could pick some other place to go that only charges 2000 % or less or just be responsible with their funds so they dont need to go there at all"

In fairness, many are at breaking point when they resort to these loans. People should be more responsible when it comes to taking heroin too, but we recognise that those that do are probably in a lot of trouble.

[Oeolycus]

While I don't feel warm and fuzzy about wonga (I'm not even sure who exactly I'd be excited to see on the shirt...), I realizeit is ultimately a business decision that I have 0% say in. What really rubs me the wrong way is that it all feels rushed and cheap and completely halfassed (i.e. what we typically bitch about being "bad Mike" decisions). I just don't want the club mentality to turn to cash-grab tours of Far East Asia to "grow the global brand" in hopes of getting 1 guy from Shanghai to turn in his Rooney shirt for a Toon-y shirt.

Also just offered as an fyi more than a told-you-so a Mexican League team turned down a huge shirt deal from a website that exists to promote and facilitate extramarital affairs. Wish I could find that article to link it here...