Chris Reed on partnership marketing

Chris Reed

The news that Newcastle United’s incompetent owners (the ones that got them relegated) are now auctioning off the rights to their ground, the very famous St James’ Park, should surprise no one. A name is not just a name in the world of football. Newcastle’s ground has been called St James’ Park since 1882 and means the world to the most passionate fans in the world (of which I declare I am one).

The fact that the most hated man on Tyneside, Newcastle owner Mike Ashley, owns Sports Direct.com and has now decided to call the ground SportsDirect.com @ St James Park in the short term, should surprise no one who has followed his series of incomprehensible decisions. The fact that both of these decisions are to try and get some poor misguided brand to sponsor the stadium in 2010 shows how little he knows about brands and their relationship with other brands, especially sporting brands.

Any brand worth its salt would research how the fans felt about this and on seeing the anger currently pouring out of Newcastle United fans would realise that they would be making a massive mistake. The fans don’t want a brand where their beloved St James Park name is. Before it, after it or replacing it. No name. Any brand doing this would be boycotted by Newcastle fans and face unprecedented resistance and protests which would decrease not increase any positive relationship and sales they would be expecting.

Adidas, Newcastle’s club kit supplier, have already taken the advice and declared that they will not have anything to do with this ridiculous idea. Wise.

Any brand looking to do this would be entering hell. Football is not just about life and death to Newcastle fans, its much, much more important than that. This would be brand partnership marketing at its very worse. Beware any brand thinking about doing this. Heed these words. Don’t.