Newcastle's stadium renamed

NEWCASTLE, England (AP):

Newcastle renamed its ground the 'Sportsdirect.com (at) St James' Park Stadium' until the end of the season on Wednesday.

Newcastle said last week it was looking to sell the naming rights to St James' Park from next season but has decided to first use the famous ground to showcase the company owned by club owner Mike Ashley.

Newcastle have not discussed how much they would charge for the right to rename their home of 117 years, but chief executive Derek Llambias said the extra income would help the club invest in new players.

Possible revenue earner

"If it brings in a good chunk of money to the club that goes straight to the team, it's a revenue we should look at," Llambias told the BBC.

Newcastle risked angering fans already riled by May's relegation from the premier league when they announced the renaming plans on the same day it said the English businessman had taken the club off the market after failing to find a buyer.

Ashley wanted a reduced price of £80 million (US$131 million) for a club he bought for £134 million two years ago while it was still in the premier league.

The value of the club was hit severely when it was relegated to the League Championship but Chris Hughton has led the team to the top of the standings with minimal investment in the squad and now has a contract as manager through to the end of next season.