It would be an incredibly brave brand that took on the ire of Newcastle United fans and bought the rights to rename the ground or of course an opportunist one that wanted to buy the loyalty of fans by retaining the St James’ Park moniker.

Mike Ashley has tried to do both and true to form has spectacularly screwed-up. BBC Newcastle has just reported that the new name of the stadium is sportsdirect.com @ St James’ Park after the name of Ashley’s own shop.