Newcastle United Rename Stadium 'sportsdirect.com @ St James' Park'

The change has been made with immediate effect, with the intention of showing potential sponsors what their money can buy.

The rebranding of the stadium has already met with fierce criticism from the club's fans, who claim that United's history has been compromised.

Derek Llambias, the club's managing director, has attempted to appease supporters by stating that the club's history has been respected.

Llambias told the Guardian: We are just looking to explore and maximise all our revenues. We've got a great opportunity at the moment because our sponsorships are coming to an end.

"Our intention is to put a package together that would include, for instance, stadium rights with a jumbo screen included in that sponsorship which is great for the fans as well.

"Our intention is to have 'sportsdirect.com @ StJames'Park'. We were never going to lose St James' Park, it was always going to be '@ StJames'Park'.

He added: "We know the history, it's incredible history. There is an incredible passion with the fans and there is an ownership to it. We are not trying to take that away, we are just trying to add something to the revenue and status of our club."

The long-term future of the club has been ambiguous of late, but owner Mike Ashley is alleged to have shunned an offer from Barry Moat, indicating that the money offered was shy of his £80 million asking price.