As the club prepares for yet another fans' backlash, Newcastle boss Chris Hughton is convinced St James' Park will always be St James' Park. Owner Mike Ashley and managing director Derek Llambias caused outrage last week when they revealed the naming rights for the stadium were up for grabs as they attempt to bring new revenue into the club.
They then confirmed earlier this week that the 52,000-capacity venue will now be known as the [email protected] James' Park Stadium as the search for a long-term sponsor gets under way.
Hughton said: "I sympathise with the supporters because they are a massive, massive part of this club.
"But I am quite sure that in a year's time, two years' time, 10 years' time, people will still refer to the stadium as St James'.
"It's not like a club that has actually moved its stadium.
"I can understand where the supporters are coming from, but in everybody's eyes, it will still be St James'.
"There are always going to be commercial decisions, but the most important thing for us is that we are able to strengthen in the areas we need to to prolong a season that hopefully sees us at the right end of the table."