This is just simple maths and marketing sense rolled into one. A ten-year deal was signed between Aviva and the makers of Irish Rugby to consign the history of Lansdowne Road to the side and make hay for the short-term by shilling away the naming rights to one of the most celebrated institutions in the land. Would we ever see the likes of it again we wondered. Many fans were intent on fighting back against corporate Ireland and retaining the colloquial name but this was forgotten, replaced with recent victories and disappointments. Where to look for encouragement? for inspiration? well the north east of England to be sure, St James' Park, Newcastle to be exact.
Mike Ashley, the owner of both Newcastle and a distinct lack of class raised the ire of most it not all Geordies by renaming the hallowed turf to something along the lines of Sporty tracksuit top arena, a disgrace considering the man's wealth and mismanagement at the club.(plot twist, he hired Pardew and now has a European club with some bloody good players).
Yesterday an announcement came, that should be welcomed with as much jubilation at Sydney Parade as it is in Newcastle, the reversal of a poor decision and the reinstatement of a piece of history. New sponsors of Newcastle, Wonga, decided in the movement of a well guided pen, that things were going to change, and that St James' Park was back once again, the sporting tracksuit arena, never to be heard from again.
"We listened over the last three days and we saw what really matters to the fans," said a spokesman for Wonga.
"Football is an emotional sport and it is obviously really important to them. We listened to what they wanted and that is why we did it."
August 2020 is just around the corner.
