The much publicised owner of Sports Direct dipped his toes into the football world in 2007, securing control of Newcastle from Freddie Shepherd and Sir John Hall. Since then, his lack of football knowledge has repeatedly dogged his efforts to leave behind something for fans to remember him fondly by when he eventually departs. Near the top of his list of misdemeanours was his decision in November 2009 to change the name of Newcastle's home from St James' Park to the Sports Direct Arena. Officially, this was to promote the sponsorship opportunity to those interested in purchasing the naming rights for the ground, in order to clear the numerous debts that existed at the club. Unofficially, there were those amongst the Toon Army who suspected he was merely using the stadium as free advertising for his sportswear business. Soon after his announcement, he claimed he was not dropping the much-loved and historic original name, clarifying that the official name would in fact be the sportsdirect.com @St James' Park Stadium, which remained the case until October 2012, when the equally contoversial announcement of Wonga as the club's new sponsor was revealed. Wonga, in a more media-savvy approach, spurned the opportunity to make St James' Park the Wonga Arena, and instead restored the ground to its former self. It is doubtful that any future owner of Newcastle United will ever make the same mistake of attempting to sell off the club's heritage.
I am from Bangor, aged 24, and possess an MA in Journalism from The University Of Ulster. I have had work published in the Belfast Telegraph and interviewed several local footballers and Olympic athletes. I also run my own sports blog, 'Sporting Thought' in addition to contributing to What Culture.
