OLYMPIC and council bosses have issued a twin rebuff to Newcastle United owner Mike Ashley’s move to re-name St James’ Park as the Sports Direct Arena.
Mr Ashley’s decision to axe the 131-year-old name sparked outrage on Tyneside yesterday as fans criticised the club’s hierarchy for choosing commercialism over tradition.
But now it has emerged that any prospective investors will not benefit from next year’s global coverage as Olympic organisers vie to stop sponsors hijacking the competition.
In addition, road signs will stay, pointing people to St James’ Park after Newcastle City Council refused to adopt the new name.
Newcastle’s 52,000-seater stadium is one of the venues to host fixtures in the Olympic football tournament next year as nine matches are played in July and early August including a men’s quarter-final.
But under rules aimed at stopping businesses that have not paid for sponsorship packages benefiting commercially from the event any sponsorship will be removed or covered. The move follows an agreement to re-badge London’s O2 Arena, named after the mobile telephony company, as the North Greenwich Arena during the games. Meanwhile Coventry City’s Ricoh Stadium will be called the City of Coventry Stadium.
A spokesman for the 2012 Olympics said: “Tickets have not been printed for games but in terms of sponsorship there will be no advertising or commercial branding.
“It will be called St James’ Park and all the venues that we’ve contacted for staging events do not have promotional material. The Olympic rules are that you do not have commercial branding. As part of the agreement with venues we would cover up or work around the naming in the venue.”
Club chiefs announced yesterday that the name St James’ Park would disappear as the club 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.
Meanwhile, city officials have also attacked the decision to rename St James’ Park and refused to change signs bearing the stadium’s name.
Cabinet member for quality of life, Coun Henri Murison, said: “The name of St James’ Park has been synonymous with Newcastle United football club and the city for more than 130 years.
“It is recognised around the world and the decision to change it, without consultation, will upset the overwhelming majority of fans who loyally support the team week in and week out.
“While I understand the commercial reasons for renaming sports venues when they relocate, this is not the case in this instance, and some things are beyond profit when they mean so much to people.
“The football club is part of the beating heart of the city, and while the council values its relationship with the club, it has no plans to change any existing wayfinding signs which bear the name St James’ Park. As far as the fans and Newcastle City Council are concerned, the home of Newcastle United will always be known as St James’ Park.”
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