Newcastle United sold naming rights to St. James' Park to the owner of the club, Mr Mike Ashley, in a move that drew mixed responses from commentators

"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

Tampering with brand equity is risky business, particularly when the equity is built by generations of sports fanatics.

How do you think it's going to be received by the Newcastle United faithful? In changing the Official Name of Newcastle United's home ground, are they changing the very essence of the club itself?

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