Llambias had said that selling the naming rights for the ground made “commercial sense”.
An open letter to the club: “Your comments have certainly re-ignited issues which we would have thought you would best want forgotten.
“Whether it be the forlorn hope you have of re-naming St James’ Park or questioning the fans passion by urging them ‘to get behind the team’, you have re-opened a running sore.
“You try once again to make the case for a ‘commercial deal’ on naming rights of St James’ Park. We are afraid your condescending lesson on the realities of commercialism of football are lost when you fail to fulfil the two main attributes of a ‘marketable product’.
“One – you have damaged the brand. Two – you have failed to listen to your customers once again. Over 23,000 signed a petition to say ‘you had gone too far’. That is not marketable, it is what’s called a ‘toxic product’.
“Your ideas on sponsorship have been openly ridiculed by marketing specialists because you are selling a product which you have damaged. Speculation has said you could possibly make three times the figure floated at the start of the season in sponsorship rights if the club was ‘detoxified’. I’m sure you know what that means.
“Your comments about backing the team are truly amazing.
“In fact, the team has consistently praised the fans support this season. You seem to be the only one questioning that commitment and once again resorting to petty tactics to get your rather garbled message across.”
HOWEVER ... one fan hit back at the trust with an "open letter" to the Chronicle: "But every teams ground in PL will be named within 2 or 3 years.
"Its coming,be prepared or fall behind. And this NUST is just a bunch of peepots dreaming a impossible dream!
Put your money in that and kiss goodbye to your pension, end up frightened to put the heating on in your 70s cos you cant afford...and freeze to death ...Thats your choice!"