// Sports Direct signage at St James’ Park has been removed
// The removal marks the end of previous owner Mike Ashley’s period in charge of Newcastle
// St James’ Park featured Sports Direct branding throughout Ashley’s tenure
Sports Direct has seen its signage removed from St James’ Park, marking the end of previous owner Mike Ashley’s period in charge of the Premier League club.
Newcastle United was recently bought by a consortium led by the Public Investment Fund of Saudi Arabia (PIF), ending 14 years of Sports Direct ownership.
St James’ Park featured Sports Direct branding throughout Ashley’s tenure, but the club this week began the process of removing signage bearing the company’s name.
READ MORE: Newcastle United director “looking forward” to ending Sports Direct sponsorship
It is hoped that all signs will be removed before Newcastle’s next home game, against Manchester City, on December 19.
Newcastle United Supporters’ Trust board member Alex Hurst said the move represented “a collective outpouring of relief and joy” for fans.
In October, Newcastle United was poised to remain with Sports Direct sponsor due to legal clauses put in before its £305 million sale.
The clauses mean the new Saudi owners have not been able to remove the ads.
The club earned a total of £2.2 million from the unpopular deals with Ashley’s retailer.
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
