how ?
A shirt which design changes regularly; even in the old days with different crests and a new style each decade' isn't comparable to something that has been a defining presence in the institution that is NUFC. With the shirts the crest is there, the colours are a constant and as is the name of the club. What we have officially now have is a non-entity of a name directly in place of (gone, possibly forever) one that ALL Newcastle fans love. People will alway debate kits and sponsors but he knew, he knew that this is the one thing that every fan would be unhappy or have reservations about and still went ahead and did it. Perhaps you're right and this is the future, but I don't believe for one second that he's doing this to be a pioneer of sponsorship and doing this for financial reasons to benefit the club. He's been spited by the fans in the past, owes them no favours in his mind and is using this stadium as endorsement of his own company. I don't mind him plastering his crap on the stadium a hundred billionenth as much as this. He is the owner and I'd expect him to look after his own inteests to an extent. This though is just shameless and insensitive to any Newcastle fan.