If things werent bad enough for the club, with ashley not selling, he puts up the rights for the stadium's name.
Who knows what the new name will be if or when this goes through, plus he's only doing this to get more money.
He doesn't realise the name St. James' PArk has been called that since the 1880's and its another way to take something from the north east, after newcastle brown ale isn't called that anymore

B*llocks

Update: New name probably is going to be: Sports Direct@ St. James' Park, Bullsh*t