Newcastle United have explained the reasons behind naming their stadium the sportsdirect.com @ St James' Park Stadium for the immediate future.

Managing director Derek Llambias told Sky Sports News: "We are just looking to explore and maximise all our revenues. We've got a great opportunity at the moment because our sponsorships are coming to an end. So we have a kit sponsor, we have shirt sponsors and then we have stadium right sponsors.

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"So our intention is to put a package together that would include for instance stadium rights with a jumbo screen included in that sponsorship which is great for the fans as well.

"We were never going to lose St James' Park, it was always going to be @ St James' Park."

He then told BBC Newcastle: "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."

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