Everybody knew that things were going far too smoothly on Tyneside. The latest event that threatens to upset the relative peace between the natives and the intruders was truly inevitable. Perhaps the air of inevitability that had lingered for months around sports-direct@stjamespark.com had cooled any of my own anger that would have otherwise resulted from the renaming debacle.
I couldn’t give two hoots whether the name is officially the Sports Direct Arena or tit-tat@SJP. It will always be St James’ Park. Whoever called it sports-direct@SJP anyway?
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My major worry is the premise around which the decision has been built. Llambias has said that hopefully any joint shirt and stadium deal will be worth £10 million a season. However, what if the sudden rush of commercial twallops dying to have their name plastered around our city’s great masterpiece never materialises? Well, it will continue to be called the most hideous name in English football (I thought York City’s Kit Kat Crescent was at least quite funny). And there lies my worry, wouldn’t it be convenient for Mr Ashley to be unable to find a sponsor and have to leave the name as it is?
On a slightly lighter note, if we do bring in £10 million a season and if (a huge if) we were to spend the extra money on players, how many of us would complain if that money bought us more players such as Cabaye and Tiote?
To be honest I could forgive Ashley and Co for making me sit in the Slazenger Upper Tier or the Donnay East Stand if the boys are competing at the top of the table every season. After all, the writing has been emblazoned on the walls for a very long time.
We will not lose the history of St James’ Park because our history lies in our memories and not in some name that will only appear when we watch the lads on television.
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