Newcastle finally remove Mike Ashley’s Sports Direct branding from St James’ Park as Toon fans rejoice after takeover

NEWCASTLE have finally removed the Sports Direct advertising from St. James' Park.

And with it the final remnants of Mike Ashley's reign have been banished with the club embracing a new dawn under Saudi ownership.

Sports Direct signs were plastered across the stadium as Ashley used Newcastle to promote his brand, much to the annoyance of fans.

Ashley also wanted to change the stadium name to the Sports Direct Arena, but fan protests blocked that idea.

It is no surprise fans are over the moon by the step to remove the Sports Direct branding.

One Toon supporter wrote on Twitter: "We have it back…that's the SJP I remember!"

Another added: "Fresh lick of paint to cover the staining and the original size and font of 'Newcastle United' then it will be perfect.

A third said: "You can still see an imprint of the Sports Direct signage, it's left a stain on our stadium just as it's owner left a stain on the name of Newcastle United.

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The East Stand now bears only the Newcastle United name – gone are the Sports Direct signs that previously rested either side.

Premier League rules had prevented the new owners from immediately removing the signs, but it has been a key goal for Director Amanda Staveley since taking over.

She said: "I can’t wait. I’m hoping that we’ll get this lifted as quickly as possible. Then the direct signage will come off.

“Of course I’m looking forward to the Sports Direct logos coming down. It’s a slight frustration when I go into the stand and try to take a picture which doesn’t have Sports Direct.

“We’re hoping that the moratorium will end and then we will be seeking to do sponsorship deals as fast as possible.

“That does not stop us from working on them, getting ready for that time, now. So it is really important. We absolutely want to do it before the end of the year.”

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