St James' Park has been the home of Newcastle United since 1892. Not even the Nou Camp, the Santiago Bernabeu, the San Siro or Old Trafford have such a long history.
You can see why potentially changing the name of this historic arena, the cathedral on the hill, is a decision the hierarchy will not take lightly and supporters will be consulted if the club ever decide to do so. Lessons have clearly been learned after former owner Mike Ashley christened St James' the Sports Direct Arena without so much as a second thought in 2011.
There was no tangible commercial benefit to that ill-fated arrangement for Newcastle, who already had Ashley's sports retailer's logos plastered all over the stadium, but any subsequent naming rights deal will boost revenues and help the Magpies comply with Financial Fair Play. Perhaps it is not a surprise, then, that CEO Darren Eales has already admitted that 'we are going to look at every opportunity', whether it is a full-on rebrand or an association partner that retains the St James' name with a sponsor on either side.
