10:50AM, Thu Jul 5, 2012

St James' Park Once More: Stadium Reverts To Old Name For Olympics

By Ruth Holliday Location: St James' Park

Cover-Up: Workmen Hang Sheets Over Sports Direct Signs

The home of Newcastle United is once more officially called St James' Park - at least while the Olympic football is on.

Workmen have been busy covering up the Sports Direct Arena branding around the ground using large white sheets.

LOGOC, the 2012 organising committee, is hiring the Newcastle United stadium for the duration of the Olympics football and has taken over control of naming and branding of the ground.

The temporary name change is aimed at avoiding any conflict with Olympic sponsorship deals.

There was an embarrassing last-minute change of plan during the Olympic torch relay around Newcastle when the route was diverted away from St James' Park at the request of LOCOG because Sports Direct Arena signs had not been covered up.

Previously Olympic organisers said they would not allow the Sports Direct Arena name to be printed on any tickets.

A spokesman for London 2012 said: “It will be called St James’ Park and all the venues that we’ve contacted for staging events do not have promotional material.

“The Olympic rules are that you do not have commercial branding. As part of the agreement with venues we would cover up or work around the naming in the venue.”

The name of the stadium was changed in November 2011 from St James' Park to the Sports Direct Arena as an interim measure while the club seeks a permanent sponsor for the stadium.

NUFC Managing Director Derek Llambias has said he hopes the move could bring in up to £10m a year in revenue.

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