The temporary rebranding after the owner Mike Ashley's chain of sports shops follows a controversial announcement from him that the ground's naming rights would be offered to businesses in an attempt to raise funds.

 

Managing director Derek 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."

 

Ashley has been under pressure since buying the North-East club for £136 million in May 2007 and under his chaotic reign the club were relegated from the Premiership to the Championship at the end of last season.

 

He has tried to sell the club on several occasions but been unable to find a buyer.

 

Ashley has now taken the club off the market with them currently top of the Championship and the favourites to earn an immediate return to the Premiership.

 

Llambias admitted that the way the plan to selling naming rights was put to fans could have been handled better, but said the decision was important for the club's future.

 

He said: "We could have worded it better, and that's why we came out yesterday to explain what we're trying to achieve.

 

"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."

 

Llambias said that any future naming deal would still include the phrase "@ St James' Park".

 

He said: "In our reign, absolutely, it's just adding to the name.

 

"If this brings in a good chunk of money to the club, that goes straight to the team, so it's a revenue we should look at."

 

Under the Host City contract that London 2012 igned with the International Olympic Committee after being awarded the Olympics, none of the venues are allowed to be called after commercial companies so during the Games it would have to revert to just St Jame's Park.