Articles 
It is with surprise and not a small degree of sadness that the Trust Board notes the recent planning application placed by the club for new signage to be erected on the side of St. James' Park. The planning application can be found here
Examination of the plans clearly shows that the signage will read “SportsDirect.com@St. James' Park”. This stadium rebranding first raised its ugly head in November 2009 and was called by The Independent “a move that is likely to mean yet more ridicule for the club”. It is hard to disagree. At the same time Derek Llambias said “We will showcase Sports Direct until the end of the season. I'm sure we're going to get a sponsor in for next season.” This statement would therefore raise more questions about the current planning application in place. If this rebranding does go ahead and the new sponsor is indeed SportsDirect.com then how much money has been generated by this new revenue stream and what assurances are there that this will be used to strengthen the first team squad? If this is not he case then what grounds does the club feel it is appropriate to go ahead with any rebranding exercise following the reaction of the clubs supporters last November? Even manager Chris Hughton said "I sympathise with the supporters. I am quite sure though that, in everybody's eyes, St. James' Park will always be St. James' Park.”
NUST raised a petition that collected 30,000 names, one for every season ticket holder at St James’ Park this year, and numerous other websites, blogs, groups and individual supporters lodged complaints and let their feelings be known. We expect that this will happen again as we revisit an issue that should have remained closed without proper consultation with the lifeblood of NUFC, the fans.
You can lodge your objections directly online here, (although you will have to register with the site first here) or by email at planning.control@newcastle.gov.uk or by post to Newcastle City Council, Strategic Housing, Planning and Transportation, Room 900, Civic Centre, Barras Bridge, Newcastle upon Tyne, NE1 8PH.
