Ashley and Llambias set for another PR disaster?

The contents of this blog were strictly confidential, until a national newspaper journalist allegedly committed a cardinal sin and broke an embargoed story on twitter, and that is perhaps the bigger story. Still its been a while, but obviously messrs Ashley and Llambias just couldn't help themselves, so yes folks its time for another Newcastle United public relations farce.

The twittersphere, yes I used that wonderfully stupid word, is abuzz (another daft word) tonight with the news that the club's hierarchy have elected to rename St James Park, here goes.... The Sports Direct Arena. 

It is not publicly known whether the news is 100% true - though the noises coming from both local and national journalists suggest that it is - but if it proves to be correct it will be yet another unnecessary and avoidable fiasco from a regime that seems to revel in annoying its own customers. 

No matter what Ashley's intentions, whether to attract sponsorship for the stadium or just to advertise his business, there can be no denying that the Sports Direct Arena is an absolutely awful name. 

Now over my many years as a Newcastle fan I've learned lots of things, a couple spring to mind: (A) You don't drop Alan Shearer ahead of a Tyne-Wear derby clash when you're in the bottom three and (B) You don't mess with the stadium, well unless you know, happen to own it. 

Ashley does own St James Park, and, sadly, can do whatever the hell he likes with it. Still it goes without saying that this decision, if it does come to pass, will go down like a lead balloon on Tyneside. (Sorry for the cliche, analogies aren't my greatest strength).

What will probably reduce the impact of this move is the fact that Newcastle do not play another home game till December 3rd against Chelsea, a game that the Magpies, taking into account Chelsea's unpredictable away form, will probably be looking to win. 

Newcastle's current lofty league position will also help stem the tide of discontent that this decision will most likely induce. Because, when it comes down to it, football is all about what happens on the pitch. If things are going well, then the fans will remain happy regardless of what happens in the boardroom.

Times have rarely been better for Newcastle than they are at the moment, and although Ashley and Llambias seem unable to avoid another PR slip up, they may well escape heavy criticism. The team is still unbeaten and  currently basking in the glow of the Champions League places. As a result,  Newcastle's much maligned  owner may get off lightly.

It matters not, in the eyes of myself and all fans, it will always be St James Park. No commercially motivated decision will ever change that. 

An addendum: The news has now made the back page of Thursday's Times, this is, for all intensive purposes, confirmed.