Finance guru: PIF could repeat £4m Mike Ashley trick that enraged Newcastle fans
Newcastle United owners PIF could strike a naming rights deal for St James’ Park – and this time it would have the blessing of the fanbase.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the feasibility of a St. James’ Park sponsor deal.
Analysis published by The Athletic last Wednesday (9 February) found that the Magpies could demand £4million per year for a naming rights package.
The Daily Mail reported shortly after the takeover was finalised in October last year that PIF were considering a stadium sponsorship arrangement.
Fans were outraged when previous owner Mike Ashley rebranded St. James’ as the Sports Direct Arena in November 2011.
But PIF have far more credit in the bank when it comes to supporters, claims Plumley, and a naming rights deal could once again be on the cards.
“The mood is different at Newcastle,” he told Football Insider‘s Adam Williams.
“They kicked off when Mike Ashley tried to do it but they are in a different place now with this ownership.
“This is what fascinates me with English football when the mood is right and things are going well.
“When you strip away the finance, I’m not sure the fans care that much about what the owners are doing or where the money is coming from.
“If performance on the pitch stacks up, you remove that scrutiny.
“Did Man City fans care about the stadium being called The Etihad? Not really, because the good times were rolling and it was money into the club.
“St James’ is an iconic stadium but the motive is different. With PIF, on a personal level, they don’t need to make money out of the naming rights.
“If it is within fair value range, it is money that can be generated for the club.
“Most fans will continue to call it St. James’ anyway and PIF aren’t bothered about that.“
The decision to rename St. James’ was reversed after one season.
Newcastle are up to 17th in the Premier League after three consecutive wins.
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