Newcastle United managing director Derek Llambias has defended the decision to sell the naming rights to St James' Park.
Fans reacted with fury in November when chairman Mike Ashley announced his decision to rename the club's home ground the Sports Direct Arena.
However, Llambias has revealed that both he and Ashley still refer to the ground as St James' Park and believes that the name change was crucial in order to exploit commercial opportunites.
"As a club, we have made some bold decisions this season, perhaps none bigger or more emotive than our plan to sell the stadium's naming rights," admitted Llambias. "But every single decision is aimed at making this football club as successful and competitive as possible.
"Naming rights is clearly an emotional subject, and as I said in a recent interview, both myself and Mike Ashley still call the stadium St James' Park and we will continue to do so.
"Whilst we are not from the north-east, we respect and understand the passion, the history and the tradition that surrounds this football club. But it is crucial that we make the most of this commercial opportunity because while we have matched the likes of Liverpool and Chelsea on the pitch this season, they are in a different league when it comes to their sponsorship deals."
Mike Ashley took control of the Newcastle boardroom in 2007.
