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Newcastle owe it to their fans to show a greater responsibility according to BBC Sport and after a week that has bought ridicule to the club with the appointment of Joe Kinnear and over the past week, the short-term loans industry has received its fair share of negative press managing director Derek Llambias has fallen on his sword.
Protests against Wonga as the club's new kit sponsor have been rife for some time, but the controversial business deal has once again become the focus of attention on Tyneside as star striker Papiss Cisse has refused to wear a Magpies’ shirt donning the loan company’s name on religious grounds.
The link between club and community has been overall stretched by the commands of the modern game – although community projects are still common, and better funded following the football’s commercial revolution, the sense of connection between clubs, the players, the supporters and the surrounding area has diminished.
Yet on Tyneside, the synergy of club and community is much stronger than in London or Manchester. St. James’ Park is always at full capacity, regardless of the Magpies’ form or the ability of their opponents, and the feeling is that Wonga are trying to hijack the unique bond for their own gain, by using Newcastle as a vehicle to normalise the use of short-term loans in the community which has led former Newcastle United chairman Freddy Shepherd has called for more "clarity" on events surrounding the club.
"We need to have clarity, as supporters we all need to know what is going on with our club," Shepherd told BBC Sport.
"The reports I am getting is that everyone is confused to say the least."
In a statement on Tuesday, Llambias said he was "pleased to welcome Joe back" but 24 hours later he resigned.