Derek Llambias has moved to allay anger among Newcastle fans following the announcement by owner Mike Ashley to sell naming rights to St James' Park.

Ashley announced his plans last week after also confirming he would not be selling the Coca-Cola Championship club but it has met with universal opposition.

However, the Newcastle managing director has attempted to alleviate the anger by insisting the name of St James' Park would not be sacrificed.

Llambias told Sky Sports News: "We are just looking to explore and maximise all our revenues.

"We've got a great opportunity at the moment because our sponsorships are coming to an end. So we have a kit sponsor, we have shirt sponsors and then we have stadium right sponsors.

"So our intention is to put a package together that would include for instance stadium rights with a jumbo screen included in that sponsorship which is great for the fans as well.

"Our intention is to have - for instance sportsdirect.com@ St James' Park.

"We were never going to lose St James' Park, it was always going to be @ St James' Park.

"The Gallowgate has already got sportsdirect.com. We are going to follow that through and take it to the rest of the season as a showcase to whoever is out there who would like to buy the package."

Llambias also insisted he understood the fans' concern, saying: "Of course we do. We know the history, it's incredible history. There is an incredible passion with the fans and there is an ownership to it.

"So we understand St James' Park - the history is wonderful. We are not trying to take that away, we are just trying to add something to the revenue and status of our club."