The stadium will officially be known as the Sports Direct Arena — the retail company owned by Mike Ashley — until the club can attract a sponsor, although angry fans will ignore the rebranding of their home of 119 years. "To do away with more than 130 years’ of history like this is frankly unbelievable, and demonstrates a lack of respect for the club, its proud history, the people of Newcastle and the memory of local legends like Jackie Milburn and Sir Bobby Robson". Newcastle North MP Catherine McKinnell. “It will always be St James’ Park to me, and I’m sure for thousands of others. So I would urge all Newcastle United fans to contact the board and demand that they rethink this terrible decision – we mustn’t take this lying down.” Sign this petition and at least we can say we tried to stop this, Mr Ashley does not care for us or for our history.