Newcastle have confirmed their stadium will be renamed sportsdirect.com @ St James' Park with immediate effect.
Managing director Derek Llambias said the famous ground would bear the name of owner Mike Ashley's company until the end of the season, when naming rights would be sold on the open market.
Llambias said: "We will showcase Sports Direct until the end of the season. I'm sure we're going to get a sponsor in for next season."
Although the club insist the St James' Park name will not be lost, the decision to sell rights has met with opposition from fans after it was announced on Monday.
"We could have worded it better, and that's why we came out yesterday to explain what we're trying to achieve," Llambias said.
"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."
Ashley has suffered huge losses since buying Newcastle in 2007, paying £134 million up front plus another £120 million to pay down the club's debts. He claims the club is still costing him £20m every year.
Ashley is still looking to sell the club, and last month cut his asking price from £100 million to £80m, although a proposed takeover by businessman Barry Moat fell through.
Despite chaos off the pitch the team, managed by Chris Hughton, top the Championship with 30 points from their first 15 games.
PS : I'm Netural