English Premiership

St James' Park will be no more

2011-11-10 12:21
The Sports Direct Arena (File)
Cape Town – Newcastle United have announced that they will change the name of its home ground, currently called St. James’ Park, to now be called the Sports Direct Arena.

Magpies’ owner, Mike Ashley is also the owner of Sports Direct and the club made the decision to highlight the opportunity for any “interested parties” hoping to affiliate their brand with the home of one of the biggest clubs in the north-east of England.

“Stadium rebranding offers a lucrative way for clubs to secure significant additional income.” United’s managing director, Derek Llambias said in a statement.

The club further emphasised their decision, citing that the original name of ‘St. James’ Park’, Newcastle’s home for almost 120 years, was not “commercially attractive”.

"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."

Any potential stadium sponsors will also gain the opportunity to become Newcastle’s official shirt sponsor as their deal current sponsor, Northern Rock, expires at the end of this season.

“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,” the statement read.

St James' Park is the oldest ground in the North East with football having been played on its turf since 1880. Newcastle East End moved to the ground in 1892 before changing their name to Newcastle United.

Other Premiership clubs which stadiums which have been named after its primary sponsors include Manchester City (Etihad Stadium), Arsenal (Emirates Stadium), Stoke City (Britannia Stadium), Bolton Wanderers(Reebok Stadium), Wigan Athletic (DW Stadium) and Swansea City (Liberty Stadium)


What To Read Next


Read News24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
1 comment
Comments have been closed for this article.
Live Video Streaming
Video Highlights
Sport Talk

29 October 2016
Sunderland v Arsenal, Stadium of Light 13:30
Manchester United v Burnley, Old Trafford 16:00
Middlesbrough v Bournemouth, Riverside Stadium 16:00
West Bromwich Albion v Manchester City, The Hawthorns 16:00
Watford v Hull City, Vicarage Road 16:00
Tottenham Hotspur v Leicester City, White Hart Lane 16:00
Crystal Palace v Liverpool, Selhurst Park 18:30
30 October 2016
Everton v West Ham United, Goodison Park 15:30
Southampton v Chelsea, St. Mary's Stadium 18:00
31 October 2016
Stoke City v Swansea City, Britannia Stadium 22:00
Team P W PTS
Previous Results

Date Home Team Result Away Team

Who will claim the Premier League title at the end of the 2016/17 season?

Love 2 Meet
Sport24 on Twitter

Follow Sport24 news on Twitter


With the Absa Premiership in full swing, who will be crowned champions when all is said and done? Will Mamelodi Sundowns defend their title? Or can Kaizer Chiefs, Orlando Pirates or Bidvest Wits mount a serious challenge? Stay glued to Sport24 to find out!

Latest blogs

Twitter Follow Sport24 on Twitter

Facebook "Like" Sport24's Facebook page

WIN Enter and win with Sport24!

BlackBerry Stay in the loop on your BlackBerry

RSS Feeds Sport news delivered really simply.

There are new stories on the homepage. Click here to see them.