If anyone is tempted to suggest the renaming of St James’ Park is no big deal, how would you feel if the Football Association decided it needed to bring in some extra cash and changed Wembley into the Sainsbury’s Stadium.
St James’s Park may not be as grand or as famous as England’s national stadium, but it is the home of Newcastle United and for that reason alone it is special to those who care.
The two have walked hand in hand for almost 120 years. More prominent than any church, St James’ Park is the football cathedral sitting on a hill overlooking the city. It dominates the skyline just as Newcastle United dominant the lives of so many born and raised on Tyneside.
It will still do so, of course, but as the Sports Direct Arena. A hugely successful stack 'em high, sell 'em cheap sport shop belonging to an owner who no longer wants to put any of his own money into the business.
At a club which hasn’t won a domestic trophy since the 1950s, history is important. The very act of supporting Newcastle United is a tradition passed down from generation to generation.
For decades, a trip to St James’ Park has been a coming of age ritual, thousands of children condemned to support English football’s great under-achievers.
It has been the scene for countless heart breaks, protests and disappointment, as well as the odd bit of success along the way, but it has always been home. A constant in the ever shifting drama.
The decision to rename it feels like a kick in the groin, it feels like an insult, yet should anyone be surprised?
Football has been breaking traditions like plates being smashed at a Greek wedding ever since the Premier League era launched.
You only have to look at the television schedule to see that, the amount of money swishing around or the men and women who occupy boardrooms up and down the country,
Football sold its soul a long time ago, so why not the name of a stadium too?
Other clubs have left history behind and moved altogether, the Emirates, the Etihad, the Britannia, the KC Stadium to name a few.
Newcastle are not moving anywhere, they toyed with that idea in the 90s and redeveloped instead. The stadium is big enough for their needs and the capacity can be increased from 52,000 to nearly 60,000 if they want to.
The decision to sell the naming rights is not meant as an insult, Mike Ashley isn’t sticking two fingers up at anyone – although he has introduced it with his usual heavy handedness – he is trying to bring more money in so that Newcastle can compete with the other European hopefuls in the Premier League.
As things stand, Newcastle’s budget is not on the same level as Liverpool, Tottenham and Arsenal and it is tiny compared to that of Manchester City, United and Chelsea.
To try and close that gap, Newcastle have sold the crown jewels. They have pawned St James’ Park in an attempt to bring in an extra £10-£15m a year.
In deciding there is nothing in a name other than sponsorship rights, Ashley has undoubtedly upset everyone. In announcing something so controversial he has put the team’s wonderful start in the league in jeopardy.
A cynic - and I am one - would suggest he hoped there would be less complaint when the general mood has been so positive. He was mistaken.
For the first time in more than three years, Ashley was, if not popular, more than just tolerated. There has been genuine appreciation of how well the business has been run, particularly a new season ticket initiative and, more significantly, the job Pardew has done as manager.
With Uefa’s Financial Fair play rules on the horizon, Newcastle are self-sufficient and in far better shape than most for their arrival.
But this announcement will mean the ill-feeling towards him re-emerges, the 'we hate Cockney' chants will ring out once more and Ashley has probably already braced himself for it.
The question is how long will it last this time? Impossible to tell, but ultimately the financial thinking behind the decision is sound, which, as long as fans see proof of that further down the line, the anger will subside.
If Newcastle can increase their income by £15m a season that is, in theory, £15m more than can be spent on wages and transfer fees. If the money is invested in the team and does not disappear into the general budget as with the Andy Carroll money, it will make some sort of sense.
At the moment it just hurts. Football lost touch with its roots a long time ago, decisions like this just remind you that has come at a price.
It has been the scene for countless heart breaks, protests and disappointment, as well as the odd bit of success along the way, but it has always been home. A constant in the ever shifting drama.
The decision to rename it feels like a kick in the groin, it feels like an insult, yet should anyone be surprised?
Football has been breaking traditions like plates being smashed at a Greek wedding ever since the Premier League era launched.
You only have to look at the television schedule to see that, the amount of money swishing around or the men and women who occupy boardrooms up and down the country,
Football sold its soul a long time ago, so why not the name of a stadium too?
Other clubs have left history behind and moved altogether, the Emirates, the Etihad, the Britannia, the KC Stadium to name a few.
Newcastle are not moving anywhere, they toyed with that idea in the 90s and redeveloped instead. The stadium is big enough for their needs and the capacity can be increased from 52,000 to nearly 60,000 if they want to.
The decision to sell the naming rights is not meant as an insult, Mike Ashley isn’t sticking two fingers up at anyone – although he has introduced it with his usual heavy handedness – he is trying to bring more money in so that Newcastle can compete with the other European hopefuls in the Premier League.
As things stand, Newcastle’s budget is not on the same level as Liverpool, Tottenham and Arsenal and it is tiny compared to that of Manchester City, United and Chelsea.
To try and close that gap, Newcastle have sold the crown jewels. They have pawned St James’ Park in an attempt to bring in an extra £10-£15m a year.
In deciding there is nothing in a name other than sponsorship rights, Ashley has undoubtedly upset everyone. In announcing something so controversial he has put the team’s wonderful start in the league in jeopardy.
A cynic - and I am one - would suggest he hoped there would be less complaint when the general mood has been so positive. He was mistaken.
For the first time in more than three years, Ashley was, if not popular, more than just tolerated. There has been genuine appreciation of how well the business has been run, particularly a new season ticket initiative and, more significantly, the job Pardew has done as manager.
With Uefa’s Financial Fair play rules on the horizon, Newcastle are self-sufficient and in far better shape than most for their arrival.
But this announcement will mean the ill-feeling towards him re-emerges, the 'we hate Cockney' chants will ring out once more and Ashley has probably already braced himself for it.
The question is how long will it last this time? Impossible to tell, but ultimately the financial thinking behind the decision is sound, which, as long as fans see proof of that further down the line, the anger will subside.
If Newcastle can increase their income by £15m a season that is, in theory, £15m more than can be spent on wages and transfer fees. If the money is invested in the team and does not disappear into the general budget as with the Andy Carroll money, it will make some sort of sense.
At the moment it just hurts. Football lost touch with its roots a long time ago, decisions like this just remind you that has come at a price.
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