Newcastle stadium name change: Goodbye St James' Park, hello adidas Arena

Sportswear giants adidas lead the chase to win the renaming rights at Newcastle’s famous St James’ Park.

The German firm, already the Magpies’ kit suppliers, want to rebrand the 52,000-seat stadium as the adidas Arena.

And to win over unfavourable public opinion on Tyneside, adidas are considering naming one of the stands after Geordie legend Sir Bobby Robson.

It is understood that with Newcastle’s kit deal up for renewal next summer, adidas are in prime position to negotiate a double deal that could earn the club up to £20million.

Bosses at adidas’s German headquarters have drawn up a feasibility study for what will be a controversial renaming of the ground.

A German source 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.”