Newcastle United have  announced that their ground will be known as the Sports Direct Arena with immediate effect, using owner Mike Ashley's high street brand.

A statement from the club read: "Newcastle United have today announced plans to license the full naming rights to the club's stadium following consultation with international branding experts. The board are committed to generating additional commercial revenue from advertising and sponsorship opportunities.

"The original naming rights proposal, launched in November 2009, invited sponsors to link their brand to St. James' Park, but this did not prove commercially attractive. As such, the club will now seek a sponsor who will be granted full naming rights. Until such time the stadium will be renamed the Sports Direct Arena."