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Newcastle fans celebrate return of St. James’ Park sign with champagne
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A little less than a year ago, Newcastle decided that the best way to attract a sponsor was to break from 119 years of tradition and change the name of St. James' Park to Sports Direct Arena. The objective in renaming the stadium after owner Mike Ashley's sporting goods company (with no direct financial benefit to the club) was to show potential sponsors what corporate branding on the stadium looks like, because no one has ever seen that before and photoshop doesn't exist.