On top of the usual eight thousand three hundred and fifty three Sports Direct adverts at St James Park, Mike Ashley had the benefit of a bonus one last night.

As the Newcastle United v Manchester United match approached half-time, a banner (see above) appeared in the Gallowgate End.

Paraded in front of the 49,673 paying customers, as well as a worldwide TV audience, the banner read #SportsDirectShame.

The fans/protestors parading it were eventually stopped by stewards but the point was made.

Hard to imagine Mike Ashley blushing at the sight of this banner shaming his company but it helps keep the pressure and focus on the shameful way he runs his business empire.

The attacks from all sides on Sports Direct and Mike Ashley undoubtedly one of the factors having an impact on the Sports Direct share price.

Something which Mike Ashley WILL be bothered about, having seen over a billion pounds wiped off the paper value of his own personal shareholding in recent weeks.

If you would like to add your own voice/signature to the protest organised by the Unite Union against the way Ashley and Sports Direct operate then go HERE to their online petition.

The campaign going under the heading of ‘SPORTS DIRECT: STOP YOUR SHAMEFUL WORK PRACTICES’.