Eddie Howe’s brilliant response to Newcastle United’s removal of the Sports Direct signage

There won’t be a Sports Direct sign in sight when Newcastle United fans return to St James’ Park on Sunday.

Newcastle United head coach Eddie Howe.
Newcastle United head coach Eddie Howe.
Newcastle United head coach Eddie Howe.

When Newcastle United fans walk up to their seats to watch their team take on Manchester City on Sunday afternoon, St James’ Park will look a little different.

Previously, the club’s long and proud home had been covered in blue and red Sports Direct signage - an unwanted reminder of a barren 14 years under Mike Ashley.

Indeed, the removal of the advertisement boards a few weeks ago was greeted euphorically on Tyneside as images spread on social media.

And for the first time, Newcastle supporters will see it all in the flesh when the Premier League champions visit.

United head coach Eddie Howe believes it further solidifies a new era at the club following the Saudi Arabian-led takeover.

What did Eddie Howe say about the Sports Direct signage?

Howe said: “It’s a great moment for the supporters.

“We are well aware there is a new era and the club’s future is in great hands and this ties in with that moment. It’s something the supporters wanted to see.

“The most important thing from my perspective is we back up the unbelievable support we’ve had with some results.

“That’s what we are desperately trying to do. I was so disappointed for the supporters at Liverpool because their backing was unconditional. I can't thank them enough for that.

“I’m well aware we need results and I want to repay everything they’ve given me and the team.”