Newcastle United football club have come under criticism for signing a new sponsorship deal with short-term loan company Wonga.
The deal will see Wonga replace Virgin Money as shirt sponsors starting in 2013/14, with the previous commercial partnership ending a year early.
Wonga have been pro-active in their bid to win over Newcastle supporters by waiving their stadium naming rights.
The club’s historic home will now officially revert from the Sports Direct Arena to its traditional name, St James’ Park.
“Football is an emotional sport and it is obviously really important to them (supporters),” a Wonga spokesperson said.
“We listened to what they wanted and that is why we did it.”
Wonga claim they will also launch other initiatives, including forums with fans for discussing ideas for supporter involvement and involving fans with the design of new shirts.