... Mike Ashley remains the wealthiest person in the North East after a £500m boost in his personal fortune over the last 12 months.
But he isn't from the North East ... nor does he live up here.
Yes he is the current owner of St James' Park, but he also owns Sports Direct shops thoughout the country, so where does he lay his hat?
The businessman and owner of Newcastle United is ranked 36th in the Sunday Times Rich List, due to be published this weekend, with the newspaper placing him at number 1 in the 'North East region' for the second year running.
Mr Ashley is estimated to be worth a staggering £1,750m, up £482m on 2011, with his shares in the sportswear chain worth £1,202m.
In second place on the prestigious list is new entry Anita Zabludowicz, wife of property tycoon Poju Zabludowicz.
The Fenwick family, who made their money with the department store chain, have added £34m to their fortune, coming in third in the North East on the list and 190th nationally.
Mark Fenwick, 63, chairs the business worth £452m net. A further £20m of other assets makes up the family's £472m valuation.