Some reacted with incredulity, others with a shrug of the shoulders. But all Newcastle United fans have an opinion on Mike Ashley's decision yesterday to axe the St James' Park name. Gavin Engelbrecht reports.

WHEN Magpies supporter Neville “Munch” Bridgewater woke up to that news that his team’s hallowed ground was to be stripped of its name, his reaction was... well, unprintable.

Like legions of Newcastle United fans, he was outraged that St James’ Park was to be renamed the Sports Direct Arena – aimed at attracting a sponsor who will take over the full naming rights for the stadium.

So angry was Mr Bridgewater, that he immediately got a bus from his home in Chesterle- Street, County Durham, and made his way to the club’s shop, where he had his feelings made known – somewhat ironically – on a new strip.

Instead of a name of one of the club’s players, the shirt reads: St James’ Park 4 Ever.

Mr Bridgewater, 45, said: “I’m really unhappy about this. This morning it was a total shock.

“I can’t believe that someone who has so much so-called business background could be so stupid. Sports Direct is a second-rate clothing store and we are a first-rate Premiership club, which should not even be mentioned in the same breath.

“It’s a cheap shop – and we’re not a cheap club.”

He added: “I just wanted to make a stand. I lost Bobby Robson and so I got a tattoo of him on my back. Now I’ve lost St James’ Park – but I can’t have that tattooed on me, unfortunately.

“So this was the next best thing. I got a black shirt for a black day.”

Through the day, other fans filtered past the stadium to vent their feelings.

Liam Webster, 28, a sales manager from Kenton, Newcastle, sported a shirt emblazoned with the words Save St James’ Park – No to Ashley’s Dot Com Army. He said: “I think it is an absolute disgrace that 120 years of history has been wasted.

“Nothing is ever surprising with this regime, but I’m beginning to think how worse can things get?

“Ashley will be changing the colours of the strips next.

“Just as the team were doing well and fans were starting to warm to Ashley a bit, he’s gone and destroyed things again. I’ll continue to support the team, not the regime. To me, it’ll be St James’ Park forever.”

Pete Toogood, an art and design student from Shieldfield, Newcastle, arrived at the ground with his face painted in the club’s iconic black and white stripes.

The die-hard fan, 19, said: “Ashley has got to leave now, he’s gone too far. We’re third in the league and everything was going well, so why has he done this now?

“I’ll still support the team but Ashley has got to go.”

Steve Wraith, 39, editor of Toon-Talk fanzine, also criticised the move.

“Ashley has made brave decisions in the past, such as getting rid of Chris Mort (former chairman) and believe that he now has to get rid of (managing director Derek) Llambias.”

The father-of-two from Gateshead added that the relationship between Ashley and the fans was like an “abusive marriage”.

He said: “You’re just waiting for what else he is going to do. It’s over 100 years down the pan and he’s no shown no regard whatsover for our heritage.

“As fans we’ll continually go to games to support the team. We go to support the players, not the stadium.”

What they are saying...

CELEBRITIES, footballers, and Northern Echo readers were quick to comment on the name change.

Ant and Dec (via Twitter) said: “Sad day. However, you, me, us – every fan who values the heritage of their club will always know it as St James’ Park.”

Sammy Ameobi (via Twitter) said: “Guess my very first game at St James’ Park was also my last!”

Former Newcastle player Joey Barton, now at Queens Park Rangers, said: “It will always be St James’ Park to me. Ashley and his subordinates, know the cost of everything but the value of nothing. Numpties.”

Former Magpies’ captain Bob Moncur said: The game has changed so much and you’ve got to try and get as much income as you can into the football club.

We’ve got to try and compete with the bigger boys and that’s one way forward.”

Steve Harmison, former England and Durham cricketer, said: “I can only liken it to changing the team’s colours from black and white to red and white and making us look like Sunderland.

“St James’ Park means everything to me, it is a magical place.

Players come and go, managers come and go but Newcastle United and St James’ Park stay the same.”

On The Northern Echo’s website, online comments were building up last night.

“Why not? Revenue from tickets and merchandise isn’t enough to run a club nowadays. Changing the name to make money is a better option than taking it from fans by hiking up prices.” – deliveryman.

“The flaw with selling the name is that every time the sponsor changes so will the name.

Who will ever remember it or have any affection for it?” – roofspace.

“ How long before the team is renamed Sports Direct United? – jabdc5.

“Even as a Mackem, I think this is a sad day for football in the North-East. Newcastle United play at St James’ Park, they always have and they always will.” – Dean M.