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New name for Newcastle United stadium

By Pete Hayman    16 Nov 2011

Newcastle United Football Club (NUFC) has renamed its St James' Park stadium in order to "showcase the opportunity" for full naming rights to the venue for potential sponsors.

The Premier League club is searching for a company that will be granted full naming rights to the stadium, which will be called Sports Direct Arena until a sponsor is secured.

NUFC managing director Derek Llambias said: "Naming the stadium the Sports Direct Arena helps up to showcase the opportunity to interested parties.

"Our shirt sponsorship deal with Northern Rock will also expire at the end of this season, which presents would-be sponsors with the opportunity to acquire both the naming rights and shirt sponsorship deals."

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