Wonga the new shirt and stadium sponsors of Newcastle are looking to gain positive PR by changing the stadium name back to St James' Park after the Premier League club agreed a four-year sponsorship deal with the loan company.
Wonga will also invest £1.5m in the club's academy but will this appease the Geordie fans for a loan company who has been criticised for the rates of interest charged?
"We listened over the last three days and we saw what really matters to the fans," a Wonga spokesman said.
"Football is an emotional sport and it is obviously really important to them.
"We listened to what they wanted and that is why we did it."
Before the announcement, FA general secretary Alex Horne expressed some concern that the deal was with a loan company.
"We are talking to the leagues about it, but on the one hand it's a legislative issue. If these companies are charging the wrong rates of interest then legislation should help us out. The leagues have clear rules about certain inappropriate advertising for children.