Advertising

Throughout Mike Ashley's tenure at Newcastle United his shops have been advertised inside and outside of the stadium, at the training ground, in the matchday program, on the website and as part of every player unveiling.

Newcastle United have not as yet seen any income for this advertising documented in the company accounts. Twice, in 2016 and in 2019 the club accounts stated that payments would be fortchoming in future seasons.  This never materialised after 2016 and we remain to see if the 2019 promise comes to anything.

April 2019
In the accounts for the year to June 30 2018, Newcastle fans were told once again that Mike Ashley's would start to pay for the  advertising the club provides from the next season
"During the current and prior year, advertising and promotional services were provided to Sports Direct International Plc ("Sports Direct") and subsidiary companies, being companies associated with the ultimate owner of the company, Mr MJW Ashley.  Subsequent to the year end, an agreement has been put in place under which the group will receive payment from Sports Direct for stadium advertising at St James' Park." - Source

October 2018
At the fans forum, the club offered an update stating payments for advertising would be forthcoming, but that they only get space that could not otherwise be sold
"There is now an agreement in place whereby Sports Direct pays for all advertising in the stadium.  Sports Direct is only allocated what the club doesn’t sell and that arrangement can be terminated immediately by the club if another company is willing to pay more on a fair commercial basis." - Source

May 2018
In the accounts for the year to June 30 2017, Newcastle fans were told nothing about what Mike Ashley's shops do or do not pay for the  advertising the club provides
"During the current and prior year, advertising and promotional services were provided to Sports Direct International Plc ("Sports Direct") and subsidiary companies, being companies associated with the ultimate owner of the company, Mr MJW Ashley." - Source

April 2017
In the accounts for the year to June 30 2016, Newcastle fans were told nothing about what Mike Ashley's shops do or do not pay for the  advertising the club provides
"During the current and prior year, advertising and promotional services were provided to Sports Direct International Plc ("Sports Direct"), being a company associated with the ultimate owner of the company Mr MJW Ashley" - Source
April 2016
In the accounts for the year to June 30 2015, Newcastle fans were told that Mike Ashley's shops would start paying for the advertising the club provides
"During the current and prior year, advertising and promotional services were provided to Sports Direct International being a company associated with the ultimate owner of the company, MJW Ashley.  No consideration has been paid by Sports Direct International for these services to date but Sports Direct International and the Group are in the process of agreeing an arms length rate for these services and the Group anticipates receiving payment for these services in the future." - Source

March 2015
In the accounts for the year to June 30 2014, Newcastle fans were told that Mike Ashley's shops had not paid for any advertising.
"During the current and prior year, advertising and promotional services were provided to companies associated with Mr M J W Ashley, the ultimate shareholder of the company's ultimate parent undertaking, MASH Holdings Limited.  No consideration was paid or payable for these services." - Source
At the fans forum, the club were asked if Sports Direct pay for LED advertising.  The club referred to previous discussions.
"We know that Sports Direct do not pay for static advertising. Do they pay for pitch side advertising?
"The board outlined how LED perimeter advertising space is allocated, with time slots shared between the Premier League and the club's partners (sponsors, kit manufacturers, beer suppliers, retail etc.). Sports Direct receives no more space on the LED perimeter boards than other club partners, with the relationship unchanged since previous discussions about the company. - Source

February 2014
In the accounts for the year to June 30 2013, Newcastle fans were told that Mike Ashley's shops had not paid for any advertising.
"During the current and prior year, advertising and promotional services were provided to companies associated with Mr M J W Ashley, the ultimate shareholder of the company's ultimate parent undertaking, MASH Holdings Limited.  No consideration was paid or payable for these services." - Source
At the fans forum, the club justified the owner not paying for advertising because he doesn't charge interest on his loans.
What is the saving that Sports Direct makes on advertising around the stadium?
The Club suggested that while it is always proactively looking to attract new commercial partners and to sell that advertising space, in the current climate it could not command a sum for that space anywhere close to the £129m invested into the club interest free by the owner. 
"Can the commercial value of that advertising not come off the debt that the Club owes the owner?"
The board explained that the owner's position is clear and that the Club is not attempting to hide it. To add context, it was explained that the Club's debt cost £8m in interest alone every year before Mike Ashley purchased the club. - Source

January 2014
At the fans forum, the club said it was difficult to find sponsors and doing so would take time.
"We learned recently that Sports Direct don't pay for stadium advertising. Has a new sponsor been lined up for next season who will pay?
The board outlined that the club is constantly working to bring in sponsors across all platforms and that if a company is willing to pay, the club will secure the right sponsor at the right value. It was outlined that partnering big brands is not straightforward and that multi-million pound partnership deals do take time." - Source

April 2013
In the accounts for the year to June 30 2012, Newcastle fans were told that Mike Ashley's shops had not paid for any advertising.
"During the current and prior year, advertising and promotional services were provided to companies associated with Mr M J W Ashley, the ultimate shareholder of the company's ultimate parent undertaking, MASH Holdings Limited.  No consideration was paid or payable for these services." - Source

March 2012
In the accounts for the year to June 30 2011, Newcastle fans were told that Mike Ashley's shops had not paid for any advertising.
"During the current and prior year, advertising and promotional services were provided to companies associated with Mr M J W Ashley, the ultimate shareholder of the company's ultimate parent undertaking, MASH Holdings Limited.  No consideration was paid or payable for these services." - Source

March 2011
In the accounts for the year to June 30 2010, Newcastle fans were told that Mike Ashley's shops had not paid for any advertising.
"During the current and prior year, advertising and promotional services were provided to companies associated with Mr M J W Ashley, the ultimate shareholder of the company's ultimate parent undertaking, MASH Holdings Limited.  No consideration was paid or payable for these services." - Source

May 2010
In the accounts for the year to June 30 2009, Newcastle fans were told that Mike Ashley's shops had not paid for any advertising.
"During the current and prior year, advertising and promotional services were provided to companies associated with Mr M J W Ashley, the ultimate shareholder of the company's parent undertaking, St James Holdings Limited.  No consideration was paid or payable for these services and the cost associated with the services in the prior year was £42,250." - Source

November 2009
Having renamed St James' Park the sportsdirect.com @ St James' Park Stadium, Derek Llambias claimed it was a temporary measure to attract other companies to invest. The name remained for a further 3 years before reverting back to St James' Park.
"We will showcase Sports Direct until the end of the season.  I'm sure we're going to get a sponsor in for next season.  Success, really, will heal the wounds, and time, a combination of both. We are patient people and I think the fans will come around eventually.  I have no idea what length of time that will be - I may be a very old man before it's done - but I think the fans will see in the future that we do care." - Source

January 2009
In the accounts for the year to June 30 2008, Newcastle fans were told that Mike Ashley's shops had not paid for any advertising, in fact, NUFC paid the costs associated with it.
"Advertising and promotional services were provided in the year to companies associated with Mr M J W Ashley, the sole shareholder of the company's parent undertaking, St James Holdings Limited.  No consideration was paid or payable for these services and the cost associated with the services was £42,250." - Source

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