Llambias exclusive: "We are not disrespecting our fans but Newcastle needs to move on"

Derek Llambias explained last night how he has watched as rivals clubs rake in the cash from sponsorship deals - and realised Newcastle had to take action to keep up.

The list and scale of the deals have convinced owner Mike Ashley and MD Llambias that it is the right time for the Geordies to grab a piece of the action.

The ground formerly known as St James’s Park spent its first day yesterday as The Sports Direct Arena.

The loss of the iconic name, one of the few world famous landmarks in the city, provoked a backlash.

The stadium name is now up for sale combined with a shirt sponsorship deal for next season and beyond.

Explaining the reasoning Llambias cited Manchester City’s £400 million Eithad Stadium sponsorship. Arsenal get £100 million for the Emirates Stadium branding.

Clubs across the land are selling a bit of their soul. Chelsea will offer naming rights to Stamford Bridge for tens of millions - “and Abramovic has more money than all of us anyway,” said Llambias. Spurs and Sunderland have similar hopes.

Manchester United even bank £40 million over four years from DHL just to be the club's training ground kit sponsors for domestic games. They get £23million a year from Nike who produce first team shirts.

Other shirt deals that eclipse Newcastle’s include Liverpool’s £25 million a year contract with US firm Warrior Sports (starting next season).

Newcastle’s Northern Rock deal, extended when they were in the Championship, was worth just £2.5 million a year but will be cancelled in May.

United’s business logic is clear. But football is also about emotions, shared heritage and traditions - which Newcastle have effectively put up for sale.

Celebrity Geordies Ant and Dec waded in against the idea on Twitter.

Ex-England cricket skipper Michael Vaughan thought it was a good idea to take sponsors cash, because everyone would still call it St James’s Park anyway.

Labour’s City Council chief Nick Forbes summed up the mood of many by saying: “Renaming St James Park is an insult to 100+ years of Geordie football history.”

But the club stood firm yesterday in a battle labelled “head versus heart” by Jonathan Gabay, the branding and sponsorship expert consulted by the club.

Llambias last night revealed how United want their ground to become the Northern equivalent of London’s O2 arena - a sponsored venue hosting massive outdoor summer concerns as well as football, raising £10 million a year in stadium naming rights.

He says there is already interest in a deal for next season but the club “need as bit more.”

Llambias explained: "I totally respect the tradition and history of the club. That is always going to be there but we need to move with the times and this is progression. We need to move on. We are not disrespecting our fans at all. Far from it. We are trying to make it affordable to come to the stadium and watch us, and put good players on the pitch.

“This money will be reinvested into building the club up. We have done that on the pitch this season, lowering our first team age by 2.7 years to 25. They have energy and enthusiasm and hunt in pack out there.

“This is a golden opportunity. This is untapped income. We want to be there competing up with Spurs. We can do that.”

Jonathan Gabay explained: “The St James’s Park name will always be in the heart of all these fans. But I also believe that the world as it is, while St James’ Park is in their hearts, their heads will understand the steps that are being taken.

“It is just common sense, but yes, it is an emotive thing. I am sure Newcastle fans are not silly, as long as they can recognise that the money is being put back into causes that are at the core of their heart then that is fine.

“Back in 2009, when it was first mooted, I said it was at that time not appropriate and all the fans were not happy.

“This is more of an astute decision that will benefit in the fans. To keep them happy you have to keep players doing what they are doing, get good players and keep season ticket prices down.

“As long as it is reinvested for the fans it is an appropriate move for the world today.

“What if the fans still call it St James’s Park? The honest truth is that changing a name over night just doesn’t happen. It takes time. That is why sponsors invest long term in putting their name in line with these things.”

The question is whether a major corporation be brave enough to buy the stadium name amid such controversy.

By the end of December, when United want to conclude negotiations, we will know.

Newcastle council refuse to change St James' Park street signs to Sports Direct Arena

Ant and Dec lead chorus of disapproval at Newcastle name change