St James graffiti on Newcastle United's ground in protest at St James' Park sign removal for Sports Direct logo On Thursday the St James' Park letters were removed following November's announcement that the stadium would be rebranded the Sports Direct Arena. Newcastle's managing director Derek Llambias has insisted the change is a temporary measure to "showcase" the sponsorship opportunity to "interested parties," and that stadium rebranding could generate up to £10 million a year. However, the decision has sparked fury among many supporters and the words "St James" were written in white paint at the ground, where one of the St James' Park signs had been, in protest at the decision. A large majority of Newcastle fans have labelled it a "disgrace," with most refusing to use the new name. Even Newcastle City Council has asked local media not to recognise the Sports Direct Arena name. Some have even called it a pointless waste of time considering the 2012 Olympics is fast approaching and it will have to be called St James' Park again due to sponsorship agreements during the coverage of the event.