Despite the sub-par performances, Steve Bruce’s Toon Army has survived to play another year in the Premier League. Much to the fans’ chagrin, both he and club owner Mike Ashley remain at the helm. Here are their partners going into the 2021-22 season.
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Retrospectively, it is clear to everyone that Ashley bought Newcastle United in 2007 with the sole purpose of promoting and growing his sports retail brand, Sports Direct, across the world. Conflict between Ashley and the Newcastle fans reached an all-time high when the former decided to rename the club’s home ground, St James’ Park, to Sports Direct Arena. It didn’t last long, however, as the stadium’s name was restored a year later when its naming rights were purchased by Newcastle’s then principal sponsor, Wonga.
It is only recently that Ashley made the financial details of the Sports Direct advertising at the St. James’ public. Newcastle were paid £1.113m by Sports Direct for the in-ground advertising for the 2018-19 season, and around £385k the season before. The 2019-20 season saw that amped up to £2m annually.
Despite the controversies, Sports Direct will remain a top-tier partner of the club and have a strong presence at the St. James’ Park, as long as Ashley owns the club.
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