They might be going for the good publicity?
Would mean very little outside of NE1. If they're paying big money they're looking for national/international impact.
However if it were to happen I could see a future sponsor incorporating "St.James'Park" into their chosen name.
Honestly think it would have national impact if they changed it back - seeing as the original change made such headlines. 'Saint Richard did another lovely thing today' type stuff while providing coverage of the actual sponsorship itself which is the key aim of said sponsorship, of course.
that's what I was getting at with my glass half full and that.