"With the renaming it was always going to be whatever brand it was, at St James' Park. For the remainder of this season, we already have sportsdirect.com on the Gallowgate so we'd like to take that branding through the rest of the stadium." Derek Llambias, Manging Director
Tampering with brand equity is risky business, particularly when the equity is built by generations of sports fanatics.How do you think it's going to be received by the Newcastle United faithful? In changing the Official Name of Newcastle United's home ground, are they changing the very essence of the club itself?
Flipping through one of my many shoeboxes of photos this evening I came across these moments in history. All taken at Kevin Keegan's last game as a player for Newcastle United. Keegan, Dalglish, Beardsley, Waddle (maybe even a young Shearer in there - who knows?).
Manchester United are on the verge of signing Michael Owen on a free transfer from Newcastle United.
Just weeks after announcing that they would only sign young talent, Sir Alex seems set to take a gamble on Owen. Has he lost his marbles?
Yes this is the player who has a record of 40 goals from 89 England caps - but he is also the player who was dropped last season by manager Alan Shearer (and even by caretaker boss Chris Hughton) when his team were desperate for goals. He has only managed about 30 odd appearances a season across the last two years and was even rumoured to be looking at retirement.
His career seemed to be set for bit of a nose-dive, his advisors sent out a glossy brochure of his talents and marketing appeal but only a potential offer of a 'dream' move to Hull City or Stoke materialised - hardly what Michael is used to from his days with Liverpool and Madrid.
Yet out of nowhere come the reports that he is to undergo a medical at Manchester United. Now Fergie is obviously confident in Owen's mentality and believes that if he can get the boy fit then he will guarantee goals. But it is very unlike Ferguson to sign injury prone players. Only once before has he taken such a gamble with the signing of Owen Hargreaves......who is currently out for 24 months undergoing a leg replacement operation.
It seems like a huge risk, and is one that not even Blackburn Rovers are willing to take.
However, I can see the logic. When you look at what Ferguson has lost from Ronaldo - Pace, width and goals - he needs to reshape his squad. Ideally he wanted Ribery and Benzema but it seems that no French players are allowed to sign for anybody other than Real Madrid since Zidane was appointed chief scout. That has meant that Fergie needs to get creative in the market.
The recent signing of Valencia will provide the pace and the width on the right flank, but the Equadorian is unlikely to reach double figures on the scoresheet. The massive hole for United to try and fill comes from the goals Ronaldo brought to the team. Okay, Wayne Rooney is an unbelievable talent but he is not a goalscorer. Not of the type that United's success has been built on. He is not a Cole, Yorke, Van Nistelrooy or Ronaldo. United need goals, and Ferguson obviously sees Owen as the answer.
If Owen stays fit for the season he will easily score goals at United. He will have two great incentives, one will be the obvious clause related contract he will be on, and the other will be the FIFA World Cup. If he plays well for United, scores goals and builds an effective partnership with Rooney then Capello will not ignore him, and maybe he can repeat his epic performance from 1998.
Only time will tell if Fergie has lost his marbles, but I have a feeling he likes the odds of this bet..
One of the worst jobs in PR today must be the press officer's post at Newcastle United. Andy Naylor - where are you when your club needs you? Knocker Naylor, as the former PR wizard for GNER is known, is a huge Magpies fan, mate of Alan Shearer, and no doubt would sort out The Toon's trifling image problem. To get an idea of just what United's media team are up against, read this hilarious press conference battle with temporary manager Joe Kinnear. WARNING: there are lots of sweary words.
