Newcastle United’s historic St James’ Park ground is to be rebadged sportsdirect.com@ St James’ Park in an attempt to pave the way for a sponsorship deal for the football club, which owner Mike Ashley took off the market last week after failing to clinch its sale.

Club directors strove on Wednesday to reassure Newcastle United’s impassioned fans that the St James’ Park name, synonymous with the club and its city centre ground since 1892, would not be jettisoned under Mr Ashley’s ownership.