MIKE Ashley was once described as "Britain's answer to Howard Hughes", partly because of his intense desire to maintain his privacy.
But his hopes of keeping a low profile will be severely tested now he has bought a controlling interest in Newcastle United.
The secretive billionaire lives alone in a large house in Hertfordshire. The house is screened by trees and the grounds are monitored 24-hours-a-day by CCTV cameras.
When the local paper tried to find out more it eventually resorted to running an advert asking for people to come forward - no one did.
Born in 1964, Mr Ashley made his fortune by selling sports goods.
His Sports World International Group has more than 300 stores. It's retail arms include Sports World, Lillywhites and the Original Shoe Company.
In February 2003 he bought the Dunlop Slazenger brand, followed by boxing brand Lonsdale and tennis brand Donnay.
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