IT is never easy to put sporting rivalries to one side in a football-mad region like the North-East. But those who care about this part of the world understand the cultural and economic importance of all our clubs doing well.

Newcastle United is a club with a proud tradition and supporters who are among the most passionate in the country. But it is a public relations disaster.

After months of uncertainty, there was a chance for the club’s owner Mike Ashley to concentrate on some stability by ending the speculation over the on-off sale, confirming Chris Hughton as permanent manager, and announcing a £20m injection.

But all of that has been overshadowed by Mr Ashley’s declaration that the naming rights of St James’ Park are up for grabs.

It is a decision which again underlines a lack of understanding by a chairman who has consistently presented himself as one of the lads on the terraces.

It is one thing to adopt a sponsor’s name when a club moves on to a new stadium, as Middlesbrough did when Ayresome Park was replaced by the Cellnet Riverside and as Arsenal have done with the Emirates Stadium.

But St James’ Park is part of Newcastle’s core and, despite the challenging economic times, it is a name which should be left alone.

Just as Manchester United would not meddle with Old Trafford, and Liverpool would not commercialise Anfield, Mike Ashley should think again about interfering with the long and rich tradition underpinning St James’ Park.