You have to feel a shred of sympathy for poor Mike Ashley. He sells back the naming rights to St James Park but the new sponsors in waiting have raised a bit of an eyebrow.

Newcastle will start the 2013/14 campaign with Wonga on the front of their shirts. For the uninitiated Wonga.com is what I would describe as a "pay day loan" company, you probably know what I mean, it's mid month, the finances are looking a bit sick so you could do with a bit of extra cash to see you through.

The "beauty" of Wonga apparently is you can get a small, short-term loan until payday. For example, say I wish like many to declare my undying love for El Hadji Diouf like many I would need around £54 to make my dream come true - thats the shirt (standard XL not bodyfit) Diouf 21 printing and Npower league patches = £60 less the 10% discount I get as a season ticket holder. If I borrowed £54 until payday 31-10-12 from Wonga I would have to repay £68.30, a total of £14.30 in fees and a representative apr of 4214%.

Critics of Wonga accuse them of extortionate interest rates and them being "legalised loan sharks", however the company point out they reject 60% of all applicants and their services are an alternative to borrowing on a credit card over a longer period, the maximum I could have applied for tonight would be £400 over 30 days which would cost me £525.48. Undoubtably Wonga as been a commercial success in these cash-strapped, credit-crunching times with their profits reportedly trebling to £45.8m in 2011 and they have sponsored both Hearts and Blackpool recently without any of the controversy that greeted their arrival at the Sports Direct sorry St James Park.

So will this news spark a Geordie revolt, will they shun the famous back and white shirts with Wonga on them? Time will tell.

II suppose in Leeds 11 we have been fortunate not to have had too any dilemmas on our conscience when the first sponsors were screen printed on our sacred white-shirts circa 1981. RF Winders, who? Well they were and still are a manufacturer of "power transformers and distribution transformers" based in Pudsey.

Then came Systime in 1983, a computer company. I did a quick search and on the One Mick Jones forum there was a thread alledging a "dirty deal" with "the Ruskies" in 1984, the language a giveaway of the trauma of the cold war we were embroiled in nearly 30 years ago. Then came WGK and unable to dish any dirt on them following a google search, I will throw this one out to the Leeds supporting public as it was about five years before my time.

Next up, Lion Cabinets. Maybe responsible for a few trapped fingers here and there but hardly the stuff genocide is made of. By 86 we had Burton on board,the high street menswear fashion chain that had links with Gods Own City when Montague Burton opened his tailoring factory in Leeds in 1934. By 1989/90 we were parading their Top Man brand and a certain Peter Ridsdale began to appear in the Matchday programme presenting the sponsors awards. Other than blame them for making me look an utter twat when I used my "Diamond Discount" card to buy togs to go out on the pull ( and spectacularly fail) I've nothing much against them even though they are now part of Sir Philip Green's Tory supporting Acardia Group.

II doubt the same will apply to our present chairman but 1991/92 saw the Yorkshire Evening Post enjoy a one-season deal which paid off in spectacular fashion with the League title triumph which gives us a warm glow. Another one-season wonder came in Admiral Sportswear. Next up Thistle Hotels followed by Packard Bell, I do not recall any protest marches when those companies ploughed their dough into us.

The new century however brought a new challenge. The demon drink. Football and breweries have long gone hand-in-hand. Leeds' announcement of a mega-deal with Bulmers, the Hereford based Cider makers in 2000 prompted one female journalist (who's name escapes me) pointed out the horrific irony of Leeds brandishing "Strongbow" and "Woodpecker" on their shirts when Lee Bowyer and Jonathan Woodgate were standing trial at the time after a student was attacked in Leeds City Centre. In the end, it was just Strongbow that featured on the club shirts before another alcoholic beverage maker Whyte and Mackay took over until 2006. Generally booze companies and football sponsorships have never really been questioned, although it could be argued alcohol is responsible for many hospital admissions and acts of mindless violence that blight our green and pleasant land.

Bet24 came next, hmmm gambling but most fans would have been more concerned with our plunge into administration and League One. Our sponsors for the 2007/08 season were Red Kite who according to their website, like Wonga offer "Pay day loans" however I'd hazard a guess that the average fan was more upset about the red logo which appeared on our shirts rather than ethical issues!

Because of the wonderful free-market, there was no major concerns about Netflights or current sponsors Enterprise Insurance. Freedom of choice means we an (and probably will) save a fortune by shopping round for holidays and insurance!

As I said, we have maybe got off lightly down the years with our ethics rarely compromised. However I note from potential buyers GFH Capital's website that "GFH Capital is renowned for the establishment and management of the Middle East’s first Sharia’h-compliant VC TMT fund: Injazat Technology Fund BSC (ITF I)."

Sharia'h Law for LS11?...............FFS!

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