Pressure On LLambias To Get Shirt Sponsor By Year’s End

Newcastle need to generate more revenues,  if they are to be able to live with the best teams in England and Europe.

Mike Ashley and Derek Llambias

That’s certainly true,  but as we have mentioned on the naming right of St. James’ Park,  certain things should be untouchable and that’s one of them.

With Chelsea, Liverpool and Manchester United not yet selling the naming rights of their grounds, their revenues are much more than Newcastle’s,  so there have to be other streams of revenue the club can go after.

One of them is the shirt sponsor, and since the Northern Rock agreement runs out in the summer, there is pressure on Derek LLambias, Newcastle top executive officer, to get a new shirt deal before the end of the year.

Derek would like to link that with the renaming rights, and wrap both things up with one sponsor.  But does that mean the name of the ground will change every few years once new contact are negotiated for the naming rights?

Heaven forbid if that happens.

We are hoping that Newcastle revenues for the financial year ended last June 30th will be close to £100M, but other clubs have much bigger revenues at present and Newcastle have been left behind over the last few years, as the club struggled with relegation.

For the finincial year through June, 2010 Manchester United made £362M and Arsenal made £215M and Chelsea made £200M.  In the same period the Newcastle revenue had dropped to £38M, because we were in the second division and didn’t get as much PL TV revenue.

This is what Derek LLambias said on getting a new shirt sponsor:

“I need to find a new shirt sponsor by the end of December – and that’s the latest,” “Puma need to put the shirt sponsor on, they’re manufacturing, and they would like it last month.”

“I’ve got a very small window to sell the shirt and naming rights and, if I have to sell them separately, then I have to sell them separately. But we must give ourselves the opportunity; this is inviting people to come in.”

One area where Newcastle can increase their revenues is qualifying again for Europe, and with our current position in the league,  there has to be a decent chance that Newcastle can get into European competition next season.

That’s one reason we think we’ll see the Newcastle squad being strengthened in January in various areas, including defense, midfield and up front.

What do you think?

Our poll on the renaming controversy is still open, and currently with over 2200 votes in,  64% oppose it,  25% are for it, and the rest are undecided – you can still vote here.

Comments welcome.

34 comments so far

  • Demba_Ba

    Nov 11, 2011 at 9:16 AM

    Comment #1

    A good result against man city will go along way with us the fans and any would be sponsers

  • cyprus

    Nov 11, 2011 at 9:17 AM

    Comment #2

    Talking of traditions, good job we got rid of our original tradition. We used to wear red and white!

  • davybtoon

    Nov 11, 2011 at 9:20 AM

    Comment #3

    Ed Chelsea n Liverpool r selling the naming rights to there grounds, n make no bones bout man u will if they think they can make money from it
    The shirt n stadium will b a long term deal for 10/15years

  • Rotonda heights

    Nov 11, 2011 at 9:26 AM

    Comment #4


    We can’t offer what man u, chelsea etc can, that’s the whole point, we need to find other ways to compete.

    Our history is non existent in terms of winning anything, that’s the reality.

    Besides chelsea are selling their naming rights.

  • davybtoon

    Nov 11, 2011 at 9:28 AM

    Comment #5

    Yes proved ryt again the olympics confirming what I said yesterday that no ground used can have sponsorship other than Olympic sponsors blowing ppls theory he’s done this for advertising at the Olympics out the water

  • davybtoon

    Nov 11, 2011 at 9:30 AM

    Comment #6

    Christ man u make from there training sponsor than we do for all our sponsors that’s why we hav to do everything to raise money

  • rickskin

    Nov 11, 2011 at 9:55 AM

    Comment #7

    Derek LLambias, thus far has managed to not identify and sign a striker since Carroll was sold.
    He has misinformed fans/customers and broken promises.
    He has until the summer to find a Sponsorship deal for the shirts and Stadium/Arena.
    He points the finger anytime his desicions are brought into question.
    I could go on all day…

    Where is the line drawn if he doesn’t pull this off. Sports Direct will be on the Stadium and Shirts.

    If I failed to deliver this consistently at work I’d be out of a job. At what point will his position be looked at?

    This is not an anti-board question, I just find it strange that his performance is acceptable to a man who is known to be a cut throat business man.

  • catchy in norway

    Nov 11, 2011 at 9:57 AM

    Comment #8

    For the finincial year through June, 2010 Manchester United made £362M and Arsenal made £215M and Chelsea made £200M. In the same period the Newcastle revenue had dropped to £38M, because we were in the second division and didn’t get as much PL TV revenue.

    so given that we were in the prem last year, we are up around million pluss the sale of players since jan 11, wage bill down,

    BUT i bet he still comes out and says we are making a loss and the fat man has pumped his own money into the club,

  • catchy in norway

    Nov 11, 2011 at 10:11 AM

    Comment #9


    criste man, man u try and bring the best players from around the world,, pay good money for them, pay them good money to, man u are always 1st or 2nd in the prem,

    we are run by mupets , that want everything for free, and tell you what u want to hear, then do the oppisit

    in your head you know this

  • rulezzz

    Nov 11, 2011 at 10:13 AM

    Comment #10

    as much as i love st james park but this is probably a justified action as our revenue are no well near the top 4 clubs. Even with such a move, we are still pretty far, however even if its a 8 or 10m it is still something. St james park will always remain in our heart but for newcastle to move on to the next level we need more money pumped in.. the rich have rich way of doing things but we arent rich. Cheers, Singapore Geordie!

  • wynsleap

    Nov 11, 2011 at 10:21 AM

    Comment #11

    All this ‘we’re looking for a sponsor’ crap is b***ox.
    The club has absloutely no intention of doing that.
    There will only be ONE name on the stadium AND on the shirts.
    Isn’t it time everyone realised it?
    We’ve gone from having a class STADIUM with a CLASS name to a tatty “arena” named after a ‘stack ’em high, sell ’em cheap’ market stall, full of cheap tatty signs.
    And to think some people regard that as necessary progress.

  • Troleibusiukas_LTU

    Nov 11, 2011 at 10:21 AM

    Comment #12

    so… i am very interested in what we will see on our team shirt next season and i wouldn’t be surprised to see that SPORTS DIRECT logo..

  • Spartan

    Nov 11, 2011 at 10:29 AM

    Comment #13

    They’ve always known they would need a new shirt sponsor so I’m not sure why Llambias, when he was talking on the radio, made it sound as if it was suddenly urgent and he was doing a great job to try to sort the mess out. Strangely, while he referred to the lack of cash and why it was needed for new players, he never referred to the Andy Carroll money. Any naming rights and shirt sponsorship will go straight into Fatty’s back pocket.

  • Graeme

    Nov 11, 2011 at 10:36 AM

    Comment #14

    I think people need to realise this is all geared up to us attending “Sports Direct Stadium” to watch our team with “Sports Direct” plastered all over the shirt.

    Its already plastered all over the stadium anyway.

    The only thing he has left after that; How does
    “Sports Direct United” appeal to you? It would be on every fixture list, every league table in every newspaper, on every TV sports programme, every Prem team would have it in their match programmes as well!!!

    FCB would have the ultimate publicity tool for his Company – and that is worth paying what he did to buy the club in the first place!!

    MA isnt as stupid as some on here think he is!!!

  • Fru T Bunn

    Nov 11, 2011 at 10:42 AM

    Comment #15

    @ wynsleap

    Spot on mate, totally agree. Llambarse saying that it gives potential investors an idea of how their branding would look is total rubbish.
    Do large corporations not have marketing people who could design them an image??
    A smokescreen as per usual. Just another Ashley ploy to get his own tat branding over everything.
    Really sad, nice to hear comments from Council, Jeff Stelling etc though.
    Big surprise it was announced going into an international break followed by 2 away games.
    Feel sorry for Pards and the lads as once again it detracts from the work being done on the pitch. HWTL

  • rotherschild

    Nov 11, 2011 at 10:45 AM

    Comment #16

    MA and DL have taken and paid for advice on the naming of St James Park from a US marketing guru Jonathan Gabay who resides in LA. St James Park has the same significance to the Geordie nation as Coca Cola does to the rest of the world. MA has become a monster who rides rough shod over anything and anybody who disagrees with him. “Does that sound like a dictator?. He would have been advised to consult with the supporters before implementing Gabay’s recommendations but like the spoilt child that he is he chose to ignore the feelings of our proud North East to focus on “It’s my ball and I’m takin it in anyway me mam sez I have to” Sir John Hall in his interview castigated MA very tactfully. I like the comment “spend the money” on the club by DL where have I heard that before!!! TRUST MA never

  • Slank

    Nov 11, 2011 at 10:48 AM

    Comment #17


    ‘…can increase their revenues is qualifying again for Europe, and with our current position in the league…’

    Yes but only as a top up to money received from sponsorship deals.

    Securing sponsorship usually lasts 5 years and is guaranteed unlike qualifying for Europe which isn’t as it’s an annual activity.

  • wynsleap

    Nov 11, 2011 at 11:01 AM

    Comment #18

    Fru T Bunn @ 15
    Your last sentence is correct but it shows that Ashley has no thoughts or respect for anything connected to this club, not even his own players and manager.
    Isn’t it time we all went out of our way (for the good of this fabulous club) to remove him rather than just sitting here taking it all on the chin?

  • Rotonda heights

    Nov 11, 2011 at 11:26 AM

    Comment #19


    is demba ba a figment of our imagination then?

  • estechco

    Nov 11, 2011 at 11:32 AM

    Comment #20

    Rickskin @7 – Couldn’t have but it more succinctly

    The guy’s a clown!

  • gorgonzola

    Nov 11, 2011 at 11:33 AM

    Comment #21

    Renaming SJP is….

    I think I am dreaming….. this has gone too far sorry….

    ” we will save 10 m a year”

    Are you a m***n? That is PEANUTS….. hell I can save that if I tried…..who is this clown kidding?!?!??!”?!=”!

  • Belly

    Nov 11, 2011 at 11:34 AM

    Comment #22

    It’s sad that it has come to this that we will lose the name ‘St James Park’. Hopefully if we get a stadium sponsor they will still call it St James park for example, if O2 are to buy the rights which is roumerd in the papers they could call it ‘St James O2 Park’ or something like that. If this happens we could be the first in a long line of top clubs to sell the naming rights. It won’t be long before the shirts are coverd in more than one sponsor like other teams in Europe.

  • Belly

    Nov 11, 2011 at 11:43 AM

    Comment #23

    Imagine how many people world wide will see ‘Sports Direct Arena’ on FIFA 13 alone. Sponsorship is massive these days. It’s horrible to see all this sponsorship but it could be massive for the club to make money.

  • gorgonzola

    Nov 11, 2011 at 11:45 AM

    Comment #24

    Belly 10 mill a year not per month…..

    its absolute LIES

  • gorgonzola

    Nov 11, 2011 at 11:47 AM

    Comment #25

    Now you may Joke around citey or united for being overly commercial, selling themselves, and money spendin….but we are turning into something MUCH WORSE…we are selling the SOUL of the club….

  • geoff777

    Nov 11, 2011 at 11:52 AM

    Comment #26

    Has Llambias got a clue on how to run the club?

    All of a sudden we need a shirt sponsor by December and it’s mid-November.
    The guys a joke or a liar.

    Perhaps there is no plan to get a shirt sponsor or a stadium sponsor?
    Both will default to Sports Direct …

    How much will they pay us?

    I suspect it will be Sports Direct Arena for a long long time and it was never meant to be anything else.

  • Graeme

    Nov 11, 2011 at 11:53 AM

    Comment #27

    Guys, get real.

    Why would Mike Ashley, the owner of Sports Direct allow ANYONE to stick their Company name on HIS stadium?? How much is the free advertising around the ground worth, if anyone other than SD had to pay for it?? He gets it included in the purchase price, doesn’t cost him a penny more.

    Do you honestly think he is going to give that up?? Not a chance!!!

    It just doesn’t make any sense whatsoever – He is never going to let it happen, it would be utter madness for him to do so.

    We are going to be playing at Sports Direct Arena – get used to it!!

  • Belly

    Nov 11, 2011 at 11:56 AM

    Comment #28

    If I win the euromillions tonight I’ll pay £10m to keep the name St James for at least a year.

  • rickskin

    Nov 11, 2011 at 12:21 PM

    Comment #29

    @ Rotonda heights

    I meant the one he was trying to “get over the line” before the transfer window closed.

    Let’s look at the bigger picture, it’s his job to get a new Shirt & Stadium sponsor. If by the start of the season we take to the pitch in Lonsdale shirts with Sports Direct on the front, it means he’s failed. Surely failure to secure the right investment would mean his job? Is he accountable? I think he should be, Niall Quinn has no problem getting people to invest their millions, you would think in our current position he wouldn’t have a hard job selling us?

    Why would he have to “try” and find a sponsor? I would have thought we’re a pretty safe bet judging on the amount of replica kits we sell, and how many of our matches have been on Sky. If he doesn’t get it sorted, it has to be down to incompetence. They won’t sell many replica kits with Sports Direct slapped across the front.



    Nov 11, 2011 at 12:59 PM

    Comment #30

    To rename the team Sports Direct United is sensationalist ha ha! I do get your point though. Selling the naming rights is stupidest move right now, but imagine how much Ashley would Lose if he did rename NUFC! There would be no supporters, because who would identify with sports direct utd? it’s not a city,town or owt like that. It would have No history, a short present & a non existant Future!

  • Nobby

    Nov 11, 2011 at 1:22 PM

    Comment #31

    why not jus negotiate another contract with northern rock?


    Nov 11, 2011 at 1:39 PM

    Comment #32

    Points i agree with on Naming rights:-
    *It should’ve stayed St James Park (fan’s)
    *The rights deal could get us 10m p/y (DL)
    *Fan’s should’ve been consulted (world)
    * Better to get a deal 1st instead of re-naming SJP the Sports Direct Arena (fans)
    *No company would want to buy into naming something after themselves if this marketing damages there public image. (world)
    *Mike Ashley has re-named our ground the Sports Direct Arena for the rest of his time at our Club for his own gain! (fans)
    *Ashley will use our stadium to advertise his own clothing company. (fans)
    *Ashley will use our Teams home,away,3rd kit,goalkeeper kits,training kits and Bench coats to advertise his company for at least 5yrs almost free of charge! (fans)

  • moonraker

    Nov 11, 2011 at 2:56 PM

    Comment #33

    Ashley wont sell the ground naming rights. He will earn far more for Sports direct by having the ground in his name and with all the advertising going global.

    If he doesn’t think that earns loads of money then why would any other company?

  • cupiddstunt

    Nov 11, 2011 at 6:10 PM

    Comment #34

    I am getting old now and the memory is failing but I do seem to remember that companies were taxed on their profits, that’s why they have titles like “pre tax profits” “gross profits” and net profits.

    Now forgive me if I am wrong but if MA were to keep the SD name on the stadium and put it on the shirt then it would only make financial sense to pay NUFC handsomely for the privilege that way the tax man does not get his hands on the sponsor money to tax it, the club will use said cash to buy/pay players/underground heating or whatever, the money will be used up and as the club is not really making profit yet the tax man gets nowt.

    Now I am just a simple sensible open minded person who tries to look at the big picture and this is what I see,,, the potential of the act.

    I am sorry I am not afflicted with black and white tunnel vision nor am I a gobsh*te like so many on this blog who show their ignorance by the posts they make, and keep bangingon about what MA is or is not putting in his back pocket, all I know is, it does not make economic sense for SD to take the advertising space from NUFC for free but it does make far more sense to pay NUFC as that reduces the SD tax bill and increases the NUFC liquidity.


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