Newcastle United hopes of generating £10 million-a-year from selling St James' Park's naming rights have come into question.

Industry insiders insisted owner Mike Ashley's hopes of attracting the big-name backers he hopes will give Pards an extra £10million to spend were slim.

Newcastle have nowhere near the same kind of worldwide support Manchester United, Liverpool or Arsenal boast.

An attempt to rebrand the stadium as St James' [email protected] two years ago flunked, forcing Ashley to think again.

Sports business strategy expert Simon Chadwick said: "You have to consider the customer.

"I think a lot of brands will be put off by the adverse reaction and what Mike Ashley has to remember is Newcastle aren't a global brand.

"There are many examples of clubs branding new stadia.

"But to try and do it with such an iconic one is not typical and very unusual."