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Opinion

The worst yet as Mike Ashley adds more Sports Direct adverts at St James Park – Photo

1 year ago
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Hand in hand with Mike Ashley, Sports Direct has blighted Newcastle United and St James Park for 13 seasons now.

In the first 12 years of that ownership, Sports Direct paid an average of £83,333 per season to Newcastle United for the overwhelming coverage they got.

Not a bad deal…for Sports Direct that is.

Mike Ashley stating though in latest Sports Direct accounts on Friday 26 July 2019:

“For the football season beginning in August 2019 the Sports Direct Group will be charged £2million for the advertising rights (at Newcastle United).

“Sports Direct still considers this to be value for its shareholders.”

Interesting to see if this £2m payment becomes reality…

Of course, when you talk about ‘advertising rights’, it isn’t just the hoardings around the pitch that Sports Direct get.

There are the massive SD signs on the roof of the stands, the giant scoreboard is almost entirely Ashley brands, SD branding is all over the official NUFC website, all press conferences and post-match interviews have SD branding prominent, all signings the SD imagery is there, whilst any photos/video the media take at the training ground have Sports Direct ads as a backdrop.

I think we can safely say that at £2m the Sports Direct shareholders are very much getting value for money.

To guarantee that value, Mike Ashley has been busy adding yet more Sports Direct adverts at St James Park and this below is the horrific result, maybe the worst yet?

Yes, TV viewers (especially) seeing the below when the cameras go to the tunnel at St James Park.

The fact they have SD branding is bad enough but does it have to look as cheap and tacky as this?

I am surprised as well that as an aside, I haven’t seen the media pick up on the Sports Direct v JD Sports derby. Yes, last week Mike Ashley was up against his big retail rival, as Brighton have JD Sports as their sleeve sponsor.

Mike Ashley came away with a lucky draw last weekend, I bet he wishes he could do the same with his core business, because JD Sports are absolutely smashing it as in comparison Sports Direct struggles under Ashley’s ownership.

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