Just when you thought Mike Ashley was finally done screwing Newcastle United, he does this. For those in the dark, Ashley has sold the naming rights to St James Park to Sports Direct Arena. As such, from now on, Newcastle United's home grown will be called Sports Direct Arena - a name that will inspire or intimidate no one.
In short, Ashley has thrown Newcastle's tradition and history under the bus by selling the rights to one of the most famous grounds in English football.
Sure, Ashley isn't the first. Clubs like Arsenal and Man City have done it too but would Ashley re-channel proceeds raised from the sale into the club? His past actions seem to suggest otherwise.
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