Thursday, 5 November 2009
Renaming St. James' Park? another Mike Ashley mess
The concept of naming rights can be an extremely effective marketing tool but only if the name is attached to a new stadium.
Not content with ignoring marketing precedent and the laws of commonsense, the decision to attach a temporary name to the stadium totally beggars belief.
I cannot imagine that fans and the media alike will use the new convoluted name, and potential sponsors will take this into account when considering the viability of the proposition.
Also why on earth give the stadium another corporate name, however temporary, when you're looking for a new long-term naming rights partner - total madness.
This whole project seems to be an ill thought through and badly conceived bodge that has little or no chance of success.
Newcastle fans and even a local MP are up in arms at this local outrage, although I suspect they needn't worry - I can't see it coming to fruition.
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