As a geordie I reckon there's unlikely to be a single Newcastle fan who isn't pissed at this.
I don't understand why people get so annoyed at renaming of stadiums, you want your team compete at the highest level,buy the best players and pay them big money, yet don't like it when the club do something like this to bring in some extra income to enable this.
I couldn't care less what a stadium is called, ultimately the fans will always call it what they want, when they play in Europe you are not allowed to have sponsored stadiums hence all Man City european games are officialy still played at wastelands on match days anyway.
I know it's about history, but times change for better or worse, and if you don't move with them you get left behind.
Like it or not football at that level is a corporate monster,wages have spirralled out of control as much as the egos of most players, i am not saying it's right but fans want success yesterday and are the first to moan when clubs don't buy good players or start losing games, yet when owners try to to do something to help then they are crucified for it,most clubs can not extend or build another stadium to help create more revenue, so renaming of stadiums is probably the best way to do it.
I am not sure if Ashley has actually injected money through the naming of the stadium, but for clubs with legit sponsorship deals like Arsenal,Stoke,Swansea,Coventry,Bolton,Hull etc no one bats an eye lid, in Germany a lot clubs have sponsored stadiums,Imtech stadium,Allianz Arena etc, i know a lot of people will disagree but it all seems rather hypocritcal to slate this kind of deal then demand success and berate the club when it doesn't happen as they can't compete with the big clubs.
Edit, just seen that he is only using SportsDirect.com as a showcase to potential buyers, and if anyone comes in the sportsdirect.com will disappear and be replaced, so not at all like Man City sponsoring themsleves deal.