I couldn't care less. If it means more money they can put whatever company or brand on the front of the shirt they like.
No doubt it will end up being sports direct, and this will just cause uproar again. Personally that is fine, provided Ashley pulls some terrific signings this January to save our potentially abysmal season...
At least one fan with common sense, you might lose your best few players, to injury, or wanting to leave, wages will increase, debt is always a dangerous thing and clubs are relatively susceptible to it at any time. You want Newcastle to make as much as possible basically, if that comes through your owner exploiting that brand as much as he can, it doesn't matter. 20mil more to Newcastle or 20mil more to Sportsdirect, either would mean 20mil more for Ashley to invest, or 20mil less he needs to find from player sales, etc, etc.
If you guys can get a better deal that is all there is to it basically, the "but it looks crap on the shirts" lot are a little embarrassing, do you know how many smaller teams have daft sponsors and silly names on their shirts who would absolutely kill to have sportsdirect on their shirt and some financial stability along with it.
Considering what Ashley has done for the club, I'd love to see some actual figures but he paid £130mil or so for the club afaik, and they were in heavy debt when he took over which he basically paid off(£100mil or so its claimed), and there was money coming out for years on old transfers and huge wages which meant he was covering the losses basically up till last season. I would assume he's lost what must be above £300mil by now, if someone saved my club I'd be grateful and would happily take a crap sponsor if it meant a stronger club, let alone an owner who has given up a hell of a lot for the club.
If my club were in 100mil of debt, with a terrible manager who bought up half the leagues most overpaid players in one fell swoop, I'd happily have Durex or Aldi, or anything on the Arsenal shirt if it meant a safer more secure club and to help out the manager who got us out of that situation on his own dime.