New 'Sports Direct' shop in Sunderland mocks Newcastle United fans

The shop sign - based on the logo of Magpies' owner Mike Ashley's sportswear empire - ridicules angry Toon supporters over their recent protests against their club's owner.

But the man behind it says it's just a 'bit of fun' and all part of the rivalry between supporters.

The sign, above a shop in Hylton Road, says'Pop Up Shout Shop For Sad Newcastle United Fans To Yell And Scream At' in a direct reference to those NUFC fans who have recently taken to protesting outside of the Sports Direct store in Newcastle about Ashley's running of ths club.

REACTION: SAFC fans revel in shop sign - but upset NUFC supporters call them 'obsessed'

The sign also hails Sunderland's record-breaking six consecutive Wear-Tyne derby wins and refers to 'horse punchers' after a well-documented incident where one Toon fan was jailed for punching a police horse on duty after the Black Cats won at St James' Park in 2013.

It's not the first time Sunderland fans have taunted their Toon rivals over their football misfortunes. In 2016 they mocked Newcastle's relegation from the Premier League by having a 30-ft banner saying ‘AUF WIEDERSEHEN PREM’ flown over St James' Park.

And it's not the first time a cheeky shop front has been installed on Hylton Road taking the mickey out of the Magpies.

Back in 2009, SAFC fan Darren Lloyd erected a shop sign mocking Alan Shearer after he presided over Newcastle's relegation from the Premier League.