Soul-searching at St James' Park

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It will come as no surprise that Newcastle fans are less than impressed by owner Mike Ashley's decision to rename St James' Park. It would have created a major backlash, whatever he called it, but to name this hallowed venue sportsdirect.com@St James' Park Stadium is regarded almost as sacrilege. You are talking about arguably the most famous landmark in the city.

Is St James’ Park ready for a new name?

If Ashley was in any doubt how the fans would react he soon got his answer at the ground last Saturday at the match against Peterborough. He took his seat to face a chorus of "If you love St James' clap your hands" which was quickly followed by "If you hate Mike Ashley clap your hands." There was a lot of hand-clapping.

At the opening whistle fans began chanting "Stand up if you hate Mike Ashley." In case Ashley wasn't convinced, one poster in the ground read: 'St Robson, St Shearer, St James' Park.'

The reason Ashley is prepared to put up with all this not unexpected hostility is quite simple - money. The club is looking to sell naming rights for the stadium which would bring in a substantial amount of dosh. If it was an ordinary business it would make sound economic sense, but football is not an ordinary business.

In fact very little makes sense in the business of football. This is because the club is dependent on the fans and they don't like being messed about by someone they believe has little real interest in football or the club. There is a lot of emotion and memories involved in a stadium's name, especially at a famous old ground which has been called St James' Park since 1892.

As a furious former Newcastle chairman Freddy Shepherd said this week, "there are some things that money can't buy." Former Newcastle striker Malcolm McDonald said he was "absolutely horrified" at the name change. "It is everyone's second home. It has been St James' Park forever and a day and should remain that way."

Despite all the emotional appeals, sadly what is happening with Newcastle is likely to be repeated at other clubs. Earlier this week, Chelsea executives said they would consider offering naming rights to their stadium, but insisted Stamford Bridge would always be part of the name. There is simply too much money at stake to disregard it. But whatever they call the stadium, as far as the Blues fans are concerned, they will be going down to 'The Bridge' to watch their team.

Having corporate names for stadiums in England is nothing new, of course, with perhaps the Emirates being the most obvious example. But when it is a new stadium in a different location it is perhaps easier for fans to accept the changes and you don't hear too many Arsenal fans complaining.

There are other Premiership teams with corporate names with Bolton having played at the Reebok Stadium now for 12 years since leaving Burnden Park. Some of the names are hardly inspiring, but if it helps pay the bills Hull City fans will be happy with KC Stadium which alas, is not named after KC and the Sunshine Band but a communications company.

Similarly Wigan have settled for the DW Stadium named after a sports fitness business. It was formerly the JJB, not exactly a thrilling name either. In lower divisions Coventry play at the Ricoh Arena, while League 2 side Burton Albion perform at the Pirelli stadium.

One of the more entertaining name changes occurred a few years ago at York City. Fans were rejoicing after their financially ailing club was rescued by the confectionery giant Rowntree Nestle which injected some desperately-needed funds into the club.

But it came at a price. The fans still headed to the same ground which for years had been called Bootham Crescent, but it was now called Kit Kat Crescent, named after one of the company's more popular products.

Even if Newcastle do change their stadium's name, there will still be a St James' Park in the football league - at Exeter City, currently in the lofty heights of League 1.

However, while Exeter might share the same stadium name as Newcastle, that's about as far as it goes with the Devon club's ground having a capacity of about 9,000 as opposed to the 53,000 up on Tyneside.

"Quaint" might not be quite the right word to describe Exeter's ground, but it is a bit different. For a number of years it was the only club which had flower beds adjacent to the pitch. It also no longer has the splendidly-named Cowshed Stand, which by all accounts lived up to its name before it was demolished some years ago.

According to Exeter folklore, the result of any match can be predicted by seeing which of the two crossbars the seagulls decide to perch on at the start of the game. Now that's something you don't experience at Newcastle.

Something for sure is that whatever new-fangled name that might be given to the Newcastle stadium in coming seasons, the fans will still call it St James' Park. But if they are really desperate for the real thing they can always take a trip south to Exeter and enjoy the seagulls.