Newcastle United’s new owners forced to keep Sports Direct ads

Sahar Nazir
Sports Direct
Sport and Leisure

Newcastle United is poised to remain with former owner Mike Ashley’s Sports Direct sponsor due to legal clauses put in before its £305 million sale.

However, its new Saudi owners are seeking to have the adverts removed in the “short term”.

The new owners have been forced to keep Sports Direct signage up inside St James’ Park due to legal clauses inserted by former owner Ashley.

READ MORE: Sports Direct told to “honour lease” despite plans for new Sheffield store

The clauses mean the new Saudi owners have not been able to remove the ads but following the takeover led by British businesswoman Amanda Staveley, it hopes to bring them down.

The sponsorship agreement between Ashley’s sports retailer and Newcastle United runs to the end of the season.

The club reportedly earned a total of £2.2 million from the unpopular deals with Ashley’s retailer.

Despite dominating the stadium, the club received the equivalent of £157,500-a-year from Sports Direct under Ashley, Mail Online reported.

Ashley renamed St James’ Park the Sports Direct Arena in 2011 to help boost his retail sales.

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Newcastle United’s new owners forced to keep Sports Direct ads

Sports Direct

Newcastle United is poised to remain with former owner Mike Ashley’s Sports Direct sponsor due to legal clauses put in before its £305 million sale.

However, its new Saudi owners are seeking to have the adverts removed in the “short term”.

The new owners have been forced to keep Sports Direct signage up inside St James’ Park due to legal clauses inserted by former owner Ashley.

READ MORE: Sports Direct told to “honour lease” despite plans for new Sheffield store

The clauses mean the new Saudi owners have not been able to remove the ads but following the takeover led by British businesswoman Amanda Staveley, it hopes to bring them down.

The sponsorship agreement between Ashley’s sports retailer and Newcastle United runs to the end of the season.

The club reportedly earned a total of £2.2 million from the unpopular deals with Ashley’s retailer.

Despite dominating the stadium, the club received the equivalent of £157,500-a-year from Sports Direct under Ashley, Mail Online reported.

Ashley renamed St James’ Park the Sports Direct Arena in 2011 to help boost his retail sales.

Click here to sign up to Retail Gazette‘s free daily email newsletter

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