Ashley Continues To Use Newcastle To Push Sports Direct

Newcastle United owner Mike Ashley is launching Sports Direct in both New Zealand and Australia – and isn’t it interesting that Newcastle United will be touring New Zealand next week – and we will not even mention that our first pre-season friendly game tonight just happens to be against Oldham Athletic at the newly named Park – formerly Boundary Park – and Sports Direct have bought the naming rights to the stadium for five years.

mike ashley cointemplating

Mike Ashley – Newcastle owner
So as well as having Sports Direct signs all over St. James Park for worldwide advertising,  the owner seems to be using Newcastle’s summer tours to help his business go worldwide.

Ashley’s company has signed a ­partnership deal with, which is a unit of online ­discount retailer MySale, and Sports Direct web-sites in Australia and New Zealand ­will be launched later this year.

The deal will give Sports Direct access to MySale’s 12M customers, and Sports Direct has a 4.8% ownership in the online group with ­Topshop and BHS (British Home Stores) owner Sir Philip Green holding about 22% of the ownership.

Sports Direct will also open three new stores in ­Australia and one new store in New Zealand later this year.

Ashley’s company will offer similar sportswear that they offer in the UK – and if Newcastle visit the US next summer – maybe Mike will be launching Sports Direct in the United Sates.

This is what Sports Direct chief executive Dave Forsey has said about the new venture:

“It will be great to enter the tremendous markets in Australia and New Zealand where sport is a way of life.”

There’s something wrong with using Newcastle United as a vehicle for launching the Sports Direct brand in different areas of the world.

What do you think?

Comments welcome.

Note: Sean Borland has a student season ticket and since he will be away in Calgary studying for a while he wants to sell his season ticket for the first half of the season. The price is £140 – which is what he paid for it – you can contact Sean at

Below are our social media sites:

Written while on vacation in Newcastle, England.

20 comments so far

  • gorgonzola ( former Pecorino former to gorgonzola)

    Jul 15, 2014 at 7:22 AM

    Comment #1

    no comment

  • firebug666

    Jul 15, 2014 at 7:25 AM

    Comment #2

    It’s not like it’s unexpected, this is how the fat man has always operated. To him Newcastle is not a football club, it’s a business card to be handed around his prospective partners.

    Wonga will pull out of it’s sponsorship deal with Newcastle and next year we will be playing at the Arena.

  • scout

    Jul 15, 2014 at 7:26 AM

    Comment #3

    The bigger SD gets the bigger we get, thats my thoughts

  • Santon03

    Jul 15, 2014 at 7:27 AM

    Comment #4

    regarding HBA, as much as I hate pardew I can’t blame him to punish or isolate HBA.
    HBA lack of teamwork will make things difficult for the team. He always trying to be spectacular, 1 or 2 out of 10 times might work. He lose the ball too many times trying to dribble pass every defenders and too slow to pass or cross. It won’t be good for the team because they work so hard to win the ball and sprinting forward to support in attack only to see HBA trying something spectacular and give away the ball. He needs to change to play as a playmaker by making great passes and crosses which will contribute more for the team.

  • Santon03

    Jul 15, 2014 at 7:28 AM

    Comment #5

    I don’t really see the problem with SD and NUFC. I don’t really care tbh.

  • Spoof

    Jul 15, 2014 at 7:30 AM

    Comment #6

    I don’t care about SD, and I am not bothered if it’s emblazen all over the stadium, I would be happy with that as long as we had a good side, but we aint got that and that is what annoy’s me about him.

  • cyprus

    Jul 15, 2014 at 7:32 AM

    Comment #7

    disagree with your assessment of HBA. There is so little movement around him, so little in tactics in order to help him, he comes on for ten minutes expected to change a game both from the fans and his coach. This amazing player has been hopelessly mishandled. Shame.

  • Santon03

    Jul 15, 2014 at 7:32 AM

    Comment #8

    I’m more annoyed with pardew than with wonga, sd, ashley, etc.

  • Lilongwe Geordie

    Jul 15, 2014 at 7:33 AM

    Comment #9

    This is only a big deal due to the dislike of Ashley. Taken as just a pre season tour, I don’t see it as being a big deal. There have been clubs that have worked with their sponsors in the past to arrange mutually beneficial tours, Man U have supposedly done it numerous times, as have Chelsea and they have all sorts of promo work to do for the sponsor which I doubt our players would do.

    With Wonga looking like they might pull out, SD ‘sponsoring’ the shirts and training kits would give Ashley a route to advertising if the club made Europe, which currently he doesn’t have other in the lesser watched Europa group stages. Could this be behind the increased transfer activity (provided we actually continue to spend, rather than just replacing players as is so far)

  • Santon03

    Jul 15, 2014 at 7:34 AM

    Comment #10


    I watched Debuchy trying to help him many times but he didn’t pass to Debuchy, also with Santon when he was on left side.

  • Spoof

    Jul 15, 2014 at 7:37 AM

    Comment #11


    apparently Cabella had the same issues but has taken the advice and cut down the trick’s to become more of a team player, it will be interesting to see how much of a team player he is.

  • jesperfuglsang - captain of the lemon crew

    Jul 15, 2014 at 7:37 AM

    Comment #12

    Santon…so do you think we will be great now?

    …do you think Pardue will be great now?

  • Santon03

    Jul 15, 2014 at 7:38 AM

    Comment #13


    We all know Debuchy like to run forward all the time, HBA played mostly RW. When Debuchy running forward and HBA trying to be spectacular beating every defenders in front of him and lose the ball, Debuchy will be out of position and HBA did very little to help out.

  • Lilongwe Geordie

    Jul 15, 2014 at 7:39 AM

    Comment #14

    It is a classic vicious circle with that one though. At one stage there was movement for HBA, but the less he plays it, the less likely players are to make runs. This then makes HBA seem more ball greedy, which in turn discourages people from bothering to make runs for him.

  • Santon03

    Jul 15, 2014 at 7:41 AM

    Comment #15


    It should be better than last year and less excuses for pardew to fail.

    I don’t know if this answer your question, if it’s a question.

  • expatmag

    Jul 15, 2014 at 7:42 AM

    Comment #16

    He will not succeed here in Oz business wise unless he affiliates his business primarily around rugby league and a issue rules regalia.

    Supporters over here tend to wear the colors of these football codes to games and not in everyday life. Soccer, whilst improving in popularity here, is still well behind the other codes and cricket regalia is virtually non existent in every day wear.

    He will not make much of an impact here, if at all.

  • Santon03

    Jul 15, 2014 at 7:43 AM

    Comment #17


    I never watch Cabella plays tbh, so let’s hope he is a great playmaker.

  • Lilongwe Geordie

    Jul 15, 2014 at 7:48 AM

    Comment #18

    He deals in a lot more than just football tops you know! He sells all types of sporting goods and clothing. Given the prices of sports tops in Oz he has a decent chance of doing very well – especially when he is joining (bought a 4.2% share of MySale) a company which already has over 12million customers.

  • ToonMatt

    Jul 15, 2014 at 8:22 AM

    Comment #19

    Lilongwe Geordie it’s ok that other clubs do it to advertise there sponsors as they get paid money to do so? we get nothing from our sponsors, no money etc and they get free advertising we are losing out on millions because of this, Pardew has already said we can’t compete with teams like Southampton, Swansea, Cardiff etc maybe if we did receive an income through advertising we could compete?

  • Whumpie

    Jul 15, 2014 at 10:26 AM

    Comment #20

    What’s the problem? We can’t moan about the drop in club revenue from merchandise and then slag off the owner for promoting NUFC jointly with his main business – exactly as he said he would when he bight the club.
    This means more merch sales, bigger sponsorship and ad money and more clout for NUFC. How the hell does anyone think Liverpool and Spurs got so much more income than us??
    This is a good thing, surely?


You must log in to post a comment.