I thought they said it was temporary?
This about sums it up. It's sad and depressing but it's the way football is going.I feel for the Newcastle fans, this must seem like another piece of club history being ripped away in the search for corporate greed.
Trouble is, if the club are serious about competing at the top level then you have to maximise your income potential, I'm not defending it but it's the harsh reality created by a sport that is dominated by ££££££££££
So who do you play next at the SDA?
SunDerlAnd

just 
Your kn*bhead of an owner may have changed it but I'm sure I speak on behalf of most fans that no one will know it as the Sports Direct Arena.
St James' Park is St James' Park and that's that.
Most clubs already had no name. They were new stadiums, such as the emirates, etihad etc. We have a tradition.
so have Chelsea and they are going down this route as well
Cardiff City fan here - as far as I'm concerned Newcastle United Football Club play at St James' Park. You can't wipe out over 100 years of tradition for the sake of a few quid - it stinks!
David Craig said something on Sky Sports that backed up my idea last night, he said that the SD signs would be down by 12 today if a new sponsor comes forward, but why spend all this money on signs to take them down? SD to be our new shirt sponsor in the 12/13 season?
Commercially its a no brainer. If we get a shirt/stadium sponson that brings in money then I am all for it.
Its still gonna be St James Park and we know it, all football fans know it. Anyways lets remember its not the stadium thats called St James Park in a sense but the pitch itself.
To compete we need money. Advertising generates this.
On the downside its a win win for Cashley as hes getting the rest of the seasons advertising free. The club is getting no income as a result which counters what they are trying to do.
If he gets no sponsor in (which is quite possible) then we will be stuck with Sports direct sponsoring our stadium and kit and no income as a result. Will he pay a commercial rate for the same product. Will he f**k.
Lets hope we do get a sponsor.