Newcastle Renames Stadium Sports Direct Arena
Newcastle has announced it will rename its 119-year-old football stadium the Sports Direct Arena as part of plans to sell the naming rights.
The Premier League club's home ground has been known as St. James' Park since 1892, but managing director Derek Llambias says "stadium rebranding offers a lucrative way for clubs to secure significant additional income."
The stadium will temporarily be named after owner Mike Ashley's sports retail company to help the club "showcase the opportunity" for a permanent sponsor.
Despite selling several of its best players in the offseason, Newcastle is third and unbeaten in the Premier League.