True. On the other hand, the way Sports Direct is advertised on St. James' Park is really, really poor marketing. Having the whole place plastered with the logo just makes it look cheap and tacky, like an old whore with too much make-up. So it's not really any good for Sports Direct. And "your logo here"? It will either look as vulgar as Sports Direct, or it will be drowned under a deluge of Sports Direct.
So: bad for the club, bad for Sports Direct, bad for other advertisers. Surely the very fact that such an inept fool can become a billionaire is a call for revolution.