The idea of renaming St James’ Park sets off a visceral reaction in me and many others. It instantly feels wrong and brings back grim memories of “The Sports Direct Arena”.
But there’s talk of our new owners selling our naming rights to generate more money for players. It seems strange that this is even necessary when we’re the richest club on the planet, but financial fair play (FFP) is forcing our hands and Darren Eales has admitted that in the early days, we need to get creative to be able to splash the cash.
St James’ Park is an iconic name and nobody wants to see it changed entirely – and especially not simply to another brand name. The Etihad, The Emirates, The AMEX – they all feel soulless.
Not nearly as soulless as The Sports Direct Arena, but that was its own unique situation. Mike Ashley, who’d already plastered the Sports Direct logo on every available inch of the ground, paid no money to the club to advertise his tatty brand by renaming the ground. (As an aside, surely he never should have gotten away with all of that free advertising?)
The renaming brought no extra funds to Newcastle United in the first instance, only ridicule. Wonga eventually bought the rights to pull off a no-brainer PR stunt in restoring the ground’s proper name, but I’ve no doubt Ashley would have been happy to keep it as the Sweatshop Arena forever.
This time around, it’s going to be different. It’s a strategic move designed to boost the club and the team and – arguably most importantly – we supporters will be consulted.
It’s likely that the ground’s name will retain “St James’ Park” in some capacity, for example “Greggs @ St James’ Park” (wouldn’t that be a partnership in heaven?). So it’s highly unlikely we’ll lose this iconic, world-renowned name.
In a new world where we can’t throw money at anyone and everyone until something sticks like Manchester City did, these decisions need to be made – but importantly, they’re being made thoughtfully and with supporters in mind.
In an ideal world, the ground would be St James’ Park only forever, but ultimately the partial rename will be good for the club – and it could give us as much as £200 million to spend.
Eales is finding a delightful middle ground of making commercially minded decisions without irking supporters. It’s a fine line, but he’s toeing it perfectly. This is an important move that will give us a platform to push into the upper echelons of the league and European football. But as he said, what’s the point in it if it upsets the lifeblood of the club – us supporters?
It’s refreshing to feel valued by the bigwigs at the club, and long may it continue.
How about The St James park Aramco Arena
James wilkinson(Quote)
Leave it as it is
Cc(Quote)
Saudigas@Sjp is good enough for 300 million ignore the minority who decide which roads they are going to lie down and close true geordies who have suffered in silence know what the end result is wanted I’m 60 years old and went to my first game at 6 I want silver not names let’s just ignore the 8% minority who decide how we spend our lives onwards and upwards
Jig(Quote)
Suggested St James Aramco Park November last year and sent ro Amanda and club. Aramco sponsors most sports – F1 Golf etc money no object
PHILIP RENNER(Quote)
Newcastle United have played at St James Park for 130 years.
Knock the stadium down and rebuild it – then call it what you want.
Build a new stadium on a different site – then call it what you want.
But while that stadium stands where it does, it should be known as nothing other than St James Park – because history and heritage means something.
If Liverpool can win things and be successful without having to sell off Anfield – why can’t we?.
Sharpy17(Quote)
Darren Eales’ multi-million do.llar quandary as fans prepare for the St James’ Park debate
dynamons world(Quote)