... he is no different to other club owners who go to war with the fans.
Renaming St James' Park had the whole of Tyneside up in arms, as Ashley stayed away and left the natives with nobody to vent their anger at.
Meanwhile, down the coast at Hull, they have another millionaire nutter happy to upset anyone with an interest in the club.
Hull fans have renewed their calls for consultation after the Tigers unveiled a new crest which does not include the club's name.
The City Till We Die group, whose campaign to prevent owner Assem Allam from changing the club's name from Hull City to Hull Tigers was vindicated when the Football Association rejected his application two months ago, spoke out after the development on Friday.
Hull's new crest features the traditional tiger's head and the club's foundation year of 1904 but does not include the words Hull City AFC or The Tigers.
Now the fans' group has called for a promise to consult supporters over the proposed rebranding to be honoured.
A City Till We Die statement said: "CTWD is hugely disappointed that the club has chosen to introduce a new badge without any consultation with supporters, especially having promised that consultation would take place.
"There is no reasonable rationale for changing a badge that has been proudly worn by Hull City players who, in its existence, have achieved four promotions, top-flight football and reached an FA Cup final.
"(Vice-chairman) Ehab Allam states that due to time constraints 'consultation with the fans about the new crest wasn't possible'. This is, quite simply, untrue.
"This redesign has not happened overnight. A supporter consultation could have easily, and quickly, been conducted if the club wanted it.
"By not asking its loyal customers the club has reneged on a promise made in a statement on August 9 2013 that a 'new badge, to be used from the 2014-15 season, will be designed and created in consultation with fans'."
Assem Allam has argued that the club will be more marketable as Hull Tigers, and has threatened to walk away if he does not get his way. He has suggested he will appeal against the FA's decision.