This is just another step, albeit somewhat of a leap, along the road of commercialisation of our club. It's something that many many sports clubs around the globe are utalizing, so in that sense I'm unfazed.
What may or may not become an irritant is the length of time that the club choose to 'showcase' the commercial opportunities at the stadium through the Sports Direct brand.
Of course, it will always be St. James' Park to me.