Freddie Shepherd is set to be ousted as chairman of Newcastle United within months.
Despite a club statement yesterday afternoon saying Mr Shepherd would stay with the club while the rest of the old board is axed, The Journal understands the real power at St James's Park will lie with new deputy chairman, London lawyer Chris Mort.
It has been made clear Mr Shepherd will only be kept on in the short term, to pass on his knowledge of the club, before new owner Mike Ashley dispenses with his services.
The new owner has wielded the axe to take out four directors from Newcastle United, and installed two of his own men in their place.
Lawyer Christopher Mort has become deputy chairman and brand specialist Steve Hayward has been hired alongside him.
As widely predicted, yesterday's announcement spelt the end for Sir John Hall's son Douglas and his daughter Allison, Mr Shepherd's brother Bruce and their fellow director Tim Revill.
Despite Mr Shepherd remaining in his post of chairman, Chris Mort has been described as "the main man" and having "the power in his hands".
Yesterday The Journal was told it was reasonable to assume Mr Shepherd will not be with the club a long time, but would be helpful to the club in the short term.
The official statement on the new deputy chairman's role yesterday said: "Chris will lead a strategic review of the club, including its existing infrastructure, contractual arrangements, staff and financial position.
"He is a partner at Freshfields Bruckhaus Deringer, the international law firm, and will go on special leave for the period of the appointment." Mr Mort said: "I am delighted to take on this role. Newcastle United is a fantastic football club with a wonderful set of supporters.
"My first task is to lead a review of all aspects of the club and I look forward to starting that work immediately."
His fellow new arrival Steve Hayward will be a non-executive director of Newcastle United, and his main area of expertise is said to be in developing brands.
This fits with analysts' previous views on Mike Ashley - that he believes he can develop the club into a major international sports brand.
There was no word on a transfer budget yesterday, but it was made clear manager Sam Allardyce will be left in full charge of the football side of the club.
Meanwhile, a statement to the stock exchange yesterday showed Mike Ashley has now taken his stake in Newcastle United plc to 88.41%, and he is set to reach the vital 90% mark in the next week.
City rules mean he will then be able to compel all remaining shareholders to sell him their stakes.
Professor Tom Cannon, dean of Buckingham Business School and an expert on football finance, said he was concerned with the approach apparently being taken by Mr Ashley and his team.
He said: "It's never a good idea to speak disrespectfully about someone you want to work with - even if it's only in the short term. It's the old maxim of public praise and private criticism."
Playing for a winning team
Chris Mort is a partner at Freshfields Bruckhaus Deringer, the international law firm. He will go on special leave while he is working for Newcastle United.
At Freshfields, he co-leads the firm's leisure sector group, which covers the sports, gaming and hotel sectors. He advised Mike Ashley on the acquisition of Newcastle United.
He is also known for advising on the acquisition of Formula One Administration, the motor racing commercial rights company led by Bernie Ecclestone, and advising on various stock market listings, including BSkyB, Sports Direct and Sunderland AFC kit maker Umbro.
Steve Hayward is an experienced commercial manager with experience working for sport and leisure companies including Universal/Paramount, Coca-Cola and Sports Direct.
He has extensive experience of licensing, sponsorship and sports retailing.
Whilst at Coca-Cola, Steve managed the company's UK sponsorship programme, which involved working with major English football clubs.
