Its ridiculous how everything related to Newcastle United is made to look less important than Sports Direct. The Newcastle United sign was too big compared to the sportsdirect.com signs going up, so they took it down and replaced it with a smaller one. The words St James' Park in these signs are small and pale to the point where you can barely even see them man. The product here is Newcastle United, Sports Direct is just an advertisement, sometimes you would think it is the other way around.