Newcastle United owner Mike Ashley has been revealed as the force behind a new name to hit the high street.

Newcastle fans turning up at St James’ Park may shortly be seeing ‘Mega Value’ flashing before their eyes, alongside Ashley’s current roster of Sports Direct, Firetrap and the rest of his brands.

If results on the pitch continue on from last season, mega value wouldn’t exactly be the most apt message for the paying fans.

The latest move by Mike Ashley has been dubbed the ‘Son of Woolworths’ and the first Mega Value branch has opened in Kidderminster.

The ‘Mega Value’stores initiative aims to overwhelm the likes of Wilkinsons and B & M as the Newcastle owner moves into another area of discount retailing.

Launched with the tagline of ‘We will beat anyone’s price’, the Mega Value stores will sell everything from toys, kitchen and home products, pet related stuff, DIY, to garden tools, garden furniture, small electrical items, crafts, health, beauty and outdoor goods.

Websites are also in the pipeline – and

This latest venture is seen as just one strand of a strategy of spreading Mike Ashley’s retail empire over ever widening areas of the high street and beyond.

Newcastle fans looking to not putting a single penny into Ashley’s pocket will be finding it increasingly difficult.

Having recently launched Sports Direct Fitness, the first Mega Value store will share premises with one of Ashley’s gyms which will be located upstairs.

There is speculation that large units could be taken up by his empire, featuring Sports Direct, Mega Value and one of his gyms in the same unit.

Reports that the St James Park corner of Mike Ashley’s empire could shortly feature a football club, are said to be groundless speculation…

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