Unpopular Newcastle United owner Mike Ashley has angered fans after renaming the club's historic ground the rather longwinded - sportsdirect.com @ St James' Park Stadium!

Sports Direct just happens to be the name of the sportswear company owned by Ashley in a shameless attempt to use the North East club to promote his business.

The news comes following the millionaire's latest bungled attempt to sell the club after failing to agree on a £80million deal with potential investor, local businessman Barry Moat last week.

Hate figure Ashley has now taken the club off the market and will continue as the club’s owner, much to the despair of the club’s loyal supporters.

"Ashley will continue to call the wrong shots at the club," read a statement from Newcastle's supporters' trust.

"Now it has come down to the fans to step in to remove Mr Ashley."

However, the decision to rename the oldest football stadium in England has caused uproar, with BBC Radio Newcastle football commentator Mick Lowes slamming the decision.

"You don't change the name of St James' Park," he told BBC Sport.

"Naming rights come with building new stadia - at the Emirates when Arsenal moved out of Highbury, or at the Riverside when Middlesbrough moved out of Ayresome Park. This is a historic stadium that should always be known as St James' Park."

Fans are now expected to protest at the Magpies' next home game against Peterbrough United on Saturday.

Managing director Derek Llambias admitted the club could have come up with a slightly catchier name, but is hopeful a new sponsor will be found for next season.

"We could have worded it better, and that's why we came out yesterday to explain what we're trying to achieve," he told the Daily Mail.

"On the outside - where you see St James' Park - we would like to have sportsdirect.com @ St James', so it can showcase it to whoever is out there that wishes to buy that package."

Ashley has been aiming to sell the club over the past year after becoming a deeply unpopular figurehead in the North East following the sacking of Kevin Keegan, who won a £2million compensation battle with the club last month.