In October 2009, Mike Ashley announced that he planned to lease the name of the ground in a bid to increase revenue, and in November the stadium was temporarily renamed sportsdirect.com @ St James' Park Stadium. This name was only supposed to be used until the end of the 2009–10 season, but lasted until November 2011. On 10 November 2011, the club officially changed the name of the stadium to the Sports Direct Arena, although this was an interim name to showcase the sponsorship capabilities of the stadium. The company, owned by Ashley, were not paying anything for the deal.