"sportsdirect.com @ St James' Park Stadium" - What do you make of the change?
"With the renaming it was always going to be whatever brand it was, at St James' Park. For the remainder of this season, we already have sportsdirect.com on the Gallowgate so we'd like to take that branding through the rest of the stadium."
Derek Llambias, Manging Director

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Posted 4 months ago
bonkers.
This is a classic example of a one-way benefit where the club yields next to nothing (in fact, it devalues the brand) while the sponsor keeps all the benefits to themselves.
I bet Llambias told Ashley he'd be happy for it so long as he didn't pull out and take the club into admin before the end of the season!
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