They must have someone lined up, why get consultants in, rename it Sports Direct Arena, p*ss off the fans for a bit, let the new name be known a few months later.
Like i said, its to take the animosity away from the new sponsors. Once the stadium is called something else i.e. Qatar Investments arena , no-one is going to level any abuse towards them like they would if it just came out of the blue and sport direct arena didn't precede it.