South Tyneside superfan Keith ‘Beefy’ Roberts reacted with dismay after it emerged that the Sportsdirect.com brand is being placed on either side of the iconic ‘Newcastle United’ lettering.
The new signage shows the Sports Direct’slogo.
Keith Roberts: “Sports Direct is a cheap, chatty sports shop, and Ashley is turning us into a cheap, tatty football club.
“We are bigger and better than that. It’s greedy and grubby.
“He may have put millions in to save the club, but he’s made that back and more.
“He doesn’t care about the club. I just wish he would sell up and leave us alone.”
Newcastle United has made no official comment.