roadrunner Jeff Stelling wrote a good piece on this and how he will refuse to call it The Sports Direct Arena for as long as he can ovoid doing so.
I really don't see the fuss. For the fans you will always call it St James Park. You don't have to call it The Sports Direct Arena.
This is true. What's more if they change several times over the years based on whoever sponsors it at a given time then that even further secures the name 'St. James Park' which is a fixed name.
Take Stevenage for example, it will only ever be called Broadhall Way regardless of whatever sponsors come to town.