Adidas Arena – For £6M A Year?

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.

st. james' park 981

Adidas Arena

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.

Comments welcome.

44 comments so far

  • sirjasontoon

    Nov 1, 2009 at 2:18 PM

    Comment #1

    Hostility indeed.
    Who ever buys the naming rights should be aware that fans will ban purchasing the brands products.


    Mike you are one BIG TOSSPOT.

  • sirjasontoon

    Nov 1, 2009 at 2:19 PM

    Comment #2

    We are being Milked for all we are worth.
    Time for fans to stay away for a while ’til Numb Nuts gets the message.

  • Rangerman

    Nov 1, 2009 at 2:21 PM

    Comment #3

    So you want the club to compete in the transfer market yet you don’t want the club exploring new avenues of upping our revenue?

  • sirjasontoon

    Nov 1, 2009 at 2:26 PM

    Comment #4

    Rangerman // Nov 1, 2009 at 2:21 PM

    So you want the club to compete in the transfer market yet you don’t want the club exploring new avenues of upping our revenue?

    Re-naming the ground for 6m is shocking in my opinion.
    Even if the 6m was spent on a player(which it won’t be) it is hardly going to make a difference.

  • Shot Bru

    Nov 1, 2009 at 2:32 PM

    Comment #5

    Ashley should approach Disneyland for the naming rights, that would be more his style.

  • sirjasontoon

    Nov 1, 2009 at 2:33 PM

    Comment #6

    Haha 🙂
    More like Cuckoo Land.

  • stuart no9

    Nov 1, 2009 at 2:35 PM

    Comment #7

    a complete boycott of the ground for 2 games
    would adidas be daft enough to put millions into an empty stadium?

  • simon376

    Nov 1, 2009 at 2:37 PM

    Comment #8

    I’m all for trying to get more money into the club, but renaming the stadium is going too far. Fair enough if it was one of the stands, I know that wouldn’t raise as much cash, but the full ground is going just a joke. History is there and good or bad, the history should be kept and brough forward.

    As for Ashley claiming him it costs £x per month to run the club, well that’s the way it goes. If you wanted to run a football club, it’s always going to cost you out of your own pocket. You buy a club for enjoyment, not to make money. He shouldn’t be crying about the debts now, if he cant afford it, why didn’t he just take what he could and sell?

  • Tooony

    Nov 1, 2009 at 2:37 PM

    Comment #9

    Never!!! Boycot any games if that happens!!!

  • Dan4Toon

    Nov 1, 2009 at 2:45 PM

    Comment #10

    Boycotting does nothing, there’s no point because lots of people are still going to go, like me, we don’t have to like the owner as long as we get promoted and that’s what we all want to do :)!

  • AshHague

    Nov 1, 2009 at 2:52 PM

    Comment #11

    I’m getting a bit sick of the attitude of many Newcastle fans.

    You seem to think we’re in a position to demand anything in this economic climate.

    Who the hell cares what they name the stadium? To us it will always be St James’ Park even if officially it will be the adidas arena or something.

    What does it matter as long as we’re bringing extra revenue which we’d otherwise not have?

    We need the money – in case you had forgetten, we were relegated!

    Call it what you want it will still be the same stadium with the same great fans.

    With regards to the hostility towards Hughton, I just don’t understand it. Granted he is unproven but where did spending loads of money on “proven” managers get us?

    For God’s sake give him a shot and be patient. We need to be a united fanbase or future buyers won’t touch us with a ten foot barge pole.

    Any boycotts would be totally counter productive and will not help us get promoted.

    Have reality check people.

  • MacToon

    Nov 1, 2009 at 3:06 PM

    Comment #12

    Reality check, this owner has been the worst thing EVER to happen at NUFC.

  • AshHague

    Nov 1, 2009 at 3:10 PM

    Comment #13

    Ashley might be the worst thing to happen to NUFC but boycotting and not supporting the team will only make any future sale more difficult.

    Think it through rationally before we go further around the u-bend.

  • Shot Bru

    Nov 1, 2009 at 3:14 PM

    Comment #14

    Ashhague, the fans didn’t get us relegated or debtridden or take millions outta the club. In fact it is the total mismanagement of previous regimes and the current incumbent who clearly has no idea regarding professional football matters which has led to him flogging off the stadium’s name to the highest bidder. In other words selling our soul. In fact it is just following the lead of football in general which has sold out completely where the fans have been marginalised by the greed of players, agents and big business. This is yet another example of how fans of this club are being treated with contempt.

  • AshHague

    Nov 1, 2009 at 3:22 PM

    Comment #15

    Well I’m glad to see our lot are a foreward thinking bunch.

    The fans were a big factor in getting us relegated – do you not think all those protests at the games helped the team?

    What the hell did it all achieve?

    Just a lot more instability and it cost us points for sure.

  • Doocey

    Nov 1, 2009 at 3:25 PM

    Comment #16

    Sam shite different day.

    Although it’s not that bad of a stadium name, for some German Bundesliga team.

  • chestnut

    Nov 1, 2009 at 3:32 PM

    Comment #17

    6 million a year for replacing SJP to Adidas Arena is peanuts. we should b looking at real estate developemnt around the stadium & use the SJP name to attract customers. hotels n a casino will bring more money than changing the stadium’s name.

  • BlacknWhite Barmy

    Nov 1, 2009 at 3:35 PM

    Comment #18

    The “MUST SUPPORT THE TEAM” bollards is wearing thin now. Lets be honest every ticket., pie pint purchased goes towards the fatmans wallet and yet the l9ikes of Toonsy and Ashhague seem to be quite content going along supporting the ‘team’ =AKA ASHLEYS CASH COW. The fact that the selfish 43K cant stay away, yet still want rid of Ashleys is pathetic. Two empty stadiums and the pressure will mount on ASk – if not YOU deserve everything that Ashley can throw at you – including playing at Adidas Arena or whatever – but at least you will be able to sit in the stands in the knowledge that all this is down to you – the true FAN

  • AlanSmith.

    Nov 1, 2009 at 4:11 PM

    Comment #19

    AshHague.. i agree with you 100%

  • Nick D

    Nov 1, 2009 at 4:11 PM

    Comment #20

    sounds good to me. ash hague -spot on, you can see the bigger picture. sirjason hates the fact we are top of the league and seems to think it was in Ashley’s interests to get us relegated and lose 30m in the process. Yes ashley may be an idiot at times but how is boycotting the ground decrease the need to sell the naming rights.
    Boycotting got us Kinnear last time round !!

  • bro56

    Nov 1, 2009 at 4:13 PM

    Comment #21

    6 mill a season to call it adidas arena?? go for it, sounds good, and we do need 6mill a season. ashleys still a _unt! tho

  • magpie6699

    Nov 1, 2009 at 4:20 PM

    Comment #22

    Can picture it now – all the Mackems and other fans asking if we’re going to “A Dead A**e Arena” Great!

  • Uchiha_Itachi

    Nov 1, 2009 at 4:40 PM

    Comment #23

    Firstly i want to take a quick shot at that sh*tsborough fan who graced our blog with his stench lately in talking about the so called boycott of fans to home games as a result of having Southgate in charge. New manager, same story, your sh*t.

    To bring this around to actually what is being proposed at our club now calls to think rationally once and for all about this who situation. Ashley owns the club. Very few of us would really consider the money as worth selling the name for too many reasons to mention, a familiar feeling we have all had when other decisions have been made so far under his tenure.

    The bottom line is he is doing enough on his own to make this club look like such a laughing stock. The worst thing we can do is create more problems that will ultimately result in the club sinking further than it already has.

    Think about the football the players we have, and turn up every week and get behind them. Direct your anger at fatboy if you choose too but creating and atmosphere at home (whatever the name it will always be) could be the difference in a successful promotion bid this season or not. Any boycotting will hurt the club one way or another.

  • geordie deb

    Nov 1, 2009 at 4:48 PM

    Comment #24

    Ashhague, Nick D, Alan Smith etc agree with you. Sick to death of the ‘if you go to the match your supporting Ashley rhetoric.’ Reality check, if you go to the match your supporting the team. Staying away will have no effect in the short term. He will just look for other ways to cut costs.
    Chris Hughton is now our permanent manager. He deserves the support of the fans, but too many have their own negative hate filled agenda. I seriously wonder what some of them would do if we had real success. I’m sure they would still moan about something. If you don’t want to support the team by getting behind the new manager, there is always a couple of clubs down the road you could go and support.

  • sirjasontoon

    Nov 1, 2009 at 5:22 PM

    Comment #25

    Geordie Deb “I seriously wonder what some of them would do if we had real success.”

    Real success-under this regime,with these players and CH in charge…give me a break.

  • sirjasontoon

    Nov 1, 2009 at 5:23 PM

    Comment #26

    Ashley Out!!

  • MAGman

    Nov 1, 2009 at 5:52 PM

    Comment #27

    I agree with ashhage. The Prem is were we should be. ashley is not going to put his own money into the club so the club must generate its own rev and if we can get 6m a year for the ground rights so what it will all ways be SJP to every one in the game. No to Boycotte the TEAM DESERVE better.

  • Solaidback

    Nov 1, 2009 at 5:55 PM

    Comment #28

    Here’s an idea, why not sell the name of the club to Adidas & it be called (in big letters) ‘Adidas Arena’, (smaller letters) St James Park 🙂

    That way we get to sell the naming rights & bring in money while keeping the heritage & history of the club 🙂

  • BlacknWhite Barmy

    Nov 1, 2009 at 5:57 PM

    Comment #29


    Been talked about, but any company putting money in wants the whole name not a watered down version

  • Whumpie

    Nov 1, 2009 at 6:29 PM

    Comment #30

    There is one good reason why the FCB would be very I’ll-advised to rename the ground: it would knock tens of millions off the value of the club. Even though the club don’t own the land, SJP is as vital a component of the brand as black and White stripes. If he wants to get his money back for it he would be an utter idiot to sell that for a few mill.

    Unfortunately he has proven that he is an utter idiot when it comes to this business.

    Hate to say it but yes it’s time to boycot. Just one home game – but a total boycott with 50,000 stood outside instead of inside. It’s not about costing him money it’s about making a statement of power.

    Those saying otherwise need to either suggest an alternative or shut up.

  • Whumpie

    Nov 1, 2009 at 6:37 PM

    Comment #31

    When does it end? When will those intent on doing nothing draw the line? When we change the home strip to match a sponsor’s corporate colours? When the club itself is renamed? When we reach the Conference? When the club goes under entirely?

    Grow some stones and try seeing beyond this season. “the big picture” spans 117 years and we are betraying all of it if we just sit and wonder why things just keep going the same way as the last 2 years.

    Next home match. No-one enters. The players will understand and Ashley will realise he WILL lose if he keeps this up. Better administration and a 5-year recovery than more of this slow, painful death by idiocy and apathy.

  • stuart no9

    Nov 1, 2009 at 7:08 PM

    Comment #32

    Blacknwhite barmy: comment 18
    Totally agree,glad somebody has got some sense here.
    Ash-Hague: regarding ‘reality check people’ sorry mate but the reality check should be pointing in your direction. You said ‘ To us it is St James’s park and always will be’, unfortunately like me you are not immortal, which means that over the passage of time, my children and grand children will grow up with the name Addidias arena (or whatever!). So gradually the name of St James’ park will be lost. All because a cockney barrow boy, who lets face it, will waddle off back to London with the millions that he has received from depleting our football club.Let me remind you he has lost millions since buying our club, do you really think that he is going to put the money back into the club. and that he has the club at heart. Come on – get a grip! As for y0ur boycotting comment, ie that it is unproductive, what i said was 2 games. So your telling me because of these 2 games we might not get promoted, bearing in mind that last week against doncaster 44,000 were there and they still played shit. Ashley really believes that because 44.000 turn up every week that he must be doing something right. H

  • stuart no9

    Nov 1, 2009 at 7:18 PM

    Comment #33

    (carrying on from last comment). Ashley does not understand our mentality and as long as we keep going and lining his pockets, he is sitting pretty up in the stands taking our money. People moan about him; they argue with what he is doing; they are dead against it BUT DONT DO ANYTHING ABOUT IT! AS ALWAYS THEY ARE THE FIRST ONES TO MOAN THE NEXT TIME HE COMES UP WITH SOME BIAZARRE IDEA. HE IS A BUSINESS MAN – WORDS DONT FAZE HIM, MONEY TALKS. HE WOULD SELL HIS GRANNY FOR A PACKET OF TOBACCO. STOP GIVING HIM YOUR MONEY. NOW THAT WILL HURT.

  • sirjasontoon

    Nov 1, 2009 at 8:16 PM

    Comment #34

    Ashley Out.
    Plain and Simple.

  • chuck

    Nov 1, 2009 at 8:45 PM

    Comment #35

    Yo folks !
    NUFC in case you are unaware is first and foremost a business, it has an owner who paid cash for it and is entitled to do what the f**k he pleases with it.
    Where are you lot coming off with your demands you cant do this or that, you have to listen to us , cause it`s our club.
    Folks it aint your club it`s Mike Ashleys club.
    Sure if you want to attend games , you are welcome, just ante up for a ticket, if you dont`
    so be it.
    That`s the reality folks , whether you want to accept it is up to you.
    Six million a year= 30m. over five years that`s not an insignificant piece of change.
    Do most call the gallowgate end or leazes end by their other (re-names) no ?
    Sure we dont have to like it , but enough with the emotive statements, a bit of pragmatism please.
    Want back to the PL and a competitive side, it takes dosh folks.

  • stuart no9

    Nov 1, 2009 at 9:37 PM

    Comment #36

    comment about emotive statements
    just let me point out, football is a game of passion and emotion, which is why we love it.if you dont show emotion, and have no passion you shouldnt be at SJP take away the emotions and the passion ,and lets all go to the park and watch the old biddies playing bowls

  • Tooony

    Nov 1, 2009 at 10:37 PM

    Comment #37

    Can’t believe some of you guyes are ready to sell the history of the club for some money that noone knows where will go. Ashley is destroying the club bits by bits and noone seems to stop him. If we the fans don’t do anything noone will! NUFC 4ever!!!

  • MacToon

    Nov 2, 2009 at 1:04 AM

    Comment #38

    Lets make up multiple logins so we can pretend to agree with each other eh? AshHague, AlanSmith.

    full of $$$$, mugs

  • Hirdy_81

    Nov 2, 2009 at 1:23 AM

    Comment #39

    I’m not a Geordie so I can’t relate as to how you guys are feeling but I think if the same thing were to happen to the Sydney Cricket Ground where I am a member, every trust member would be up in arms too. Over 100 years heritage & tradition of SJP should far outweigh money from from naming rights of the potential “Adidas Arena”. The argument about the extra money coming into the club would be great but majority of us know that FMA will make sure it goes straight back into his budda belly.

  • ginkoh

    Nov 2, 2009 at 5:02 AM

    Comment #40

    If you are not be with us, you never don’t know how we feel. You cannot imagine how bad M.Ashley and co did it unless you face it by yourself. So if someone know you are not “Newcastle Supporter”, how dare you moan anything because you never care it.

    (Or we should said someone here is Ashley PR ?) I just can’t believe after Ashley terrible project, We still have someone to agree with anything Ashley want to do.

    If you’re not hurt for our Soap Opera last season.
    If you’re not feel something for our relegation.
    If you don’t care about club history.
    How dare can you call yourself ” supporter”.


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