News today that the German Sports equipment firm of Adidas are now favorites to win the naming rights of Newcastle United’s famous St James’ Park.
The Sunday Mirror reports the German firm, who are already the Newcastle’s kit suppliers, want to rename the 52,387-seat capacity stadium as the Adidas Arena.
We suppose their brand is a small “a” as in “adidas” but it looks rather strange.
The kit for Newcastle is to come up for renewal soon, so maybe Adidas will put in a combined bid for the strips and for the naming rights to the stadium (it’s not an arena).
Ashley has said today he understands how the fans feel – but as usual he will go ahead with what he wants to do for the money – whatever the fans think.
That’s Mike Ashley for you.
And to win over unfavorable public opinion on Tyneside, adidas are also said to be considering naming one of the stands (the East stand?) after Newcastle’s former legendary manager – the incomparable Sir Bobby Robson.
A German source at addidas said:
“adidas feel they are in prime position to win the naming rights as they have a long and proven relationship with Newcastle.”
“But they are aware that there is hostility to changing the name and know they will have to tread carefully.”
Maybe the selling of the naming rights to the stadium is closer to completion than we thought.
But surely the club will get a better deal for both the strips, the stadium naming rights and the sponsor – if are in the Premier League when the deal is negotiated.