THE famous name of St James’ Park is set to vanish under dramatic new stadium naming proposals announced today by Newcastle United.

The club is preparing to offer full stadium naming rights to sponsors – and in the meantime the ground will be renamed the Sports Direct Arena.

Managing director Derek Llambias says the move will generate essential finance to allow the club to move forward. But dropping the iconic 131-year-old name of St. James’ Park is certain to raise a storm among many fans.

Two years ago under owner Mike Ashley, United attempted to secure a sponsorship deal linking a brand name to St. James’ Park. But that did not come off, and now the club is prepared to go a step further.

Mr Llambias said the club had to become financially self-sufficient to face the future in difficult economic times.

He said: “We might own the club but the fans own the spirit. We understand the heritage and we understand the history but we want to provide affordable football for the fans of this club.

“In the current economic climate we don’t want to ask them for more – in fact that is why we announced the half price season ticket deal a few weeks ago.

“We are currently third in the table and long may that continue but to do so will take investment. With the Northern Rock deal expiring at the end of this season we now have a relatively short window to attract a major sponsor who would potentially be interested in acquiring the naming rights to the ground and the shirt deal for the new season.

“The club has to stand alone financially and this is an opportunity to help us do so.”

As the news emerged last night, Malcolm Dix, honorary vice-president at Newcastle United, said: “As far as the ordinary supporters of Newcastle United are concerned it will always be St. James’ Park.