He's doing it because he can and no one is stopping him. He's doesn't need to explain a logic at this stage but in years to come the whole ground, called sports direct ground could be red white and blue. We could be sponsored by SD and play in red white and blue colours. We could even be called sports direct united.
People in Newcastle still shop in his shops, people in newcastle still buy the shirts, people in newcastle still buy over priced watered down beer in his stadium and still buy pasties, pies and hot dogs that cost twice as much as they do outside yet more than half are inside the ground for less than two hours. People still go to watch a team that only want to stay in the division and have no interest in cup games.
People say we're the best fans in the league because of numbers. we don't have the best atmosphere, we don't out sing fans, we are one of the largest urban areas in Europe with only one football club yet because we get the 3rd highest attendance in this league we think we're super fans. We're not and far from it. We're pretty much close to being the worst because we fill a very large stadium that now looks shit and we sit there and do fuck all about it.
I'm glad I'm out. I hope he replaces the seats with red white and blue ones to spell out sports direct so you can see it ten minutes before kick off.
Until he's invited for tea and kicks your dog, spills the cheap plonk you gave him, stubbs tabs out on your carpet and tries to kiss your wife then some will never understand just how much he fucking hates you and has no interest in your clubs history or clubs future.
He's making money and laughing his cock off because we rolled over and let him fuck our club.
* thats to nufc fans and not any individuals .