Newcastle's millionaire owner will join his club's fans in the away end at Sunderland on Saturday because he wants to wear his black and white shirt.
Mike Ashley will forego the pleasures of the directors' box at the Stadium of Light and join the 3,000 travelling Newcastle fans, because he did not want to cause problems for the hosts by wearing his top among the red and white supporters.
His Sunderland counterpart Niall Quinn said he did not mind what Ashley wore, but there were concerns from police and club officials that some supporters would find it an inflammatory gesture in a game which is one of British football's most passionate.
Newcastle chairman Chris Mort said: "Niall understands Mike wants to wear his black and white shirt for this game more than any other, but does not want to cause anyone at Sunderland any problems.
"As a result, Mike has decided to watch tomorrow's game with our fans behind the goal."