Newcastle manager Chris Hughton is convinced St James' Park will always be St James' Park as the club prepares for yet another fans' backlash.

Owner Mike Ashley and managing director Derek Llambias caused outrage last week when they revealed the naming rights for the stadium were up for grabs as they attempt to bring new revenue into the club.

They did little to abate that fury when they confirmed earlier this week that the 52,000-capacity venue will now be known as the sportsdirect.com@St James' Park Stadium as the search for a long-term sponsor gets under way.

However, Hughton believes the name change will make little difference in practice.

He said: "I sympathise with the supporters because they are a massive, massive part of this club.

"But I am quite sure that in a year's time, two years' time, 10 years' time, people will still refer to the stadium as St James'.

"It's not like a club that has actually moved its stadium.

"I can understand where the supporters are coming from, but in everybody's eyes, it will still be St James'.

"There are always going to be commercial decisions, but the most important thing for us is that we are able to strengthen in the areas we need to to prolong a season that hopefully sees us at the right end of the table."

Sections of the club's fans have called for fresh protests at Saturday's Coca-Cola Championship clash with Peterborough, although with Newcastle riding high at the top of the league table, any anger is likely to be directed once again at Ashley and his regime.

Indeed, while the mood on Tyneside has been rebellious for much of the sportswear magnate's reign to date, the fans have been fully behind the team and that is a source of comfort to the manager.

Hughton said: "For me, the most important thing is we have a support that has got behind the team.

"One thing you couldn't accuse our supporters of is not getting behind the team by the numbers who turn up - we had 44,000 for the last home game and we have probably the best away support in the league, and considering how far they have to travel for some games, that speaks for itself."

It has been an eventful fortnight for the Magpies, who last week confirmed Hughton as permanent boss after the club was taken off the market for the second time.

Llambias has indicated since that the manager may have a limited amount of cash to spend in January, although not the £20million which Ashley has invested this week to meet general running costs.

That has come as a boost to the former Tottenham and Republic of Ireland defender, who has had to make do with the loan signings of Danny Simpson, Zurab Khizanishvili and Marlon Harewood since the squad was dismantled in the wake of relegation from the Premier League.

Hughton said: "Some have mentioned the figure that has just been put into the club, and that is a figure that had to come into the club anyway to cover general expenses and what have you.

"But what I have also been told is they will look to support me in my endeavours to strengthen where we need to strengthen, and of course that is good to hear.

"It is ultimately my responsibility to make sure that we are strong enough to sustain a challenge to be where we are and really fighting come the end of the season.

"If that means bringing in the right players in the right areas, then of course that is what we have to endeavour to do."