Newcastle United owner Mike Ashley is taking legal action against fans launching a different version of the club's kit.

The Toon supporters upset Sports Direct magnate Ashley when they launched a rival shirt to the official Newcastle jersey in protest at the club's sponsorship deal with controversial money lenders Wonga.

Launched by The Magpie Brand the shirt proved so successful, selling out in days, it led to a legal letter from Ashley's representatives claiming copyright on the Magpie name and badge, says the Daily Star.

A spokesman said: “Clearly, we had no intention of misleading fans or posing as an official Newcastle United product.

“The fact is our shirt exists precisely for the opposite reason. We don't want our club associated with a legal loan shark or Sportsdirect.com.

“We just want to claim the black and white stripes for the fans.

“And the fact that our first batch sold out in little over an hour proves that thousands of other Toon fans feel the same way."