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through St James' for the Sports Arena has caused an uproar among fans direct from Newcastle. Another bit of football's soul is lost

The horror of the followers of Newcastle United in the final maneuver without grace granted by the club owner Mike Ashley and managing director, Derek Llambias, ie all the arguments on the need to "generate income, "including simply putting words together: St James' Park was renamed Direct Sports Arena. Rationalize all the obvious ways - football clubs have all the money can be made to compete with the richest names, Newcastle are looking for an honest person a few million pounds instead of falling into unsustainable debt, are obviously not the first - and yet when the news came, it was like another piece of the soul of football has been sold.

St James' Park is a football field of history suggestive and beautifully situated, which was the home of Newcastle United for 119 years, and his name gives a greatness of the hope that the club has always lived in, on or off the field. Ashley, in particular, as many remember when the new name came about, managed to embarrass themselves in series, as rinse after the flotation of Sports Direct, who bought Newcastle, apparently in a sort of whim of mid-life, in 2007.

businessman in the press had dubbed the hermit, because they never gave an interview very publicly revealed, among fans and the Bigg Market, his taste for drink and larging that in addition to the casino, which was responsible for Llambías before being entrusted with the big club. After the honeymoon lager-up, however, the fury of the fans on the work of Dennis Wise, the dismissal as manager of the club Keegan of the legend of Kevin, the fall of 2009, Ashley back in its box the company. Then he complained that Newcastle was not the pleasure he had promised in the brochure, and I wanted it to be.

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However, the fact is that all clubs around Newcastle earn money so they can, Ashley and the club is far from being the first to sell the name of your home. There was little criticism of the board of Arsenal fans steeped historical appreciation when their new stadium was announced, incongruously, as "The United Arab Emirates." The Reebok, Dave Whelan modestly titled DW Stadium, Walkers Stadium in Leicester, the names of some chips, Etihad and now for the club that likes to think like a true Manchester, all pave the way for the acceptance of change name.

in the lower divisions, needs must, but suddenly the richest clubs in the Premier League are looking for "brand" of their houses to make extra money. Chelsea chief executive, Ron Gourlay said Monday it expects to Stamford Bridge will take care of a trade name of the next season for the club to reduce its massive losses, Tottenham want to do the same thing, Liverpool positive rights desperate to appoint a "partner," John Henry said Fenway Group could make it economically attractive for them to build a new stadium.

much of this went without protest, but significantly, the rights of all the above clubs have names new stadiums, historic houses not. The scandal at Newcastle is that the new name is visited St James' Park, with the general lack of class in the register of Ashley, and lack of special attraction of the shop, whose name is marked of the land with the landing. Regardless of the specific circumstances, however, it is always comforting to know that in a time when talking and thinking of the revenue streams and brand clubs, the fans who pay money they say they do not want the history to be exhausted.

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