Mysterious minion Barnes continues to play a key Role in Magpies takeover approaches
MIKE Ashley was not alone when he first set foot inside the Stadium of Light.
The Newcastle United owner was accompanied by an army of associates, who all wore replica shirts for their first Wear-tyne derby in 2007.
Justin Barnes took his seat directly behind Ashley that afternoon, but the lawyer is very much by the billionaire’s side these days.
When Ashley met Newcastle players and staff for an Italian in Ponteland in 2018, for example, Barnes was there. The man with the photochromic glasses can be occasionally be spotted in the directors’ box at St James’ Park and has been known to travel on Ashley’s helicopter. If any individuals are serious about buying the club, they will deal with Barnes.
The pair first started formally working together at Sports Direct in 1997 and Ashley tends to surround himself with a select group of figures he has known for a long time and trusts.
Barnes, a trademark lawyer, was initially employed as a consultant before becoming Sports Direct’s head of brands. He was just one level below the boardroom at the time and running his own separate office.
An intellectual property expert, he was one of five directors who went on to share a £25m bonus when the company was floated on the Stock Exchange in 2007.
After a brief fallingout with Ashley, Barnes was invited back into the billionaire’s inner circle and has become more influential over time.
Deals like the sale of sportswear brand Dunlop to Sumitomo Rubber Industries at a £72m profit in 2016 have only strengthened Barnes and Ashley’s bond.
The lawyer (left) was in charge of every single aspect of the sale, including ensuring Sport Direct retained the rights to use the Dunlop name on certain product categories for a considerable period.
As well as working on
various acquisitions over the years, the fixer effectively oversees the Newcastle’s owner’s current portfolio.
“It suits both Justin and Mike for him not to be formally on the board of Frasers so that he can occupy a dual form of a role for whatever works in Mike’s and the group’s best interest,” a senior source who worked alongside Ashley and Barnes at Sports Direct told the Sunday Sun.
“He’s a hard man to have on the other side because he’s bloody thorough. He’s absolutely on the case in all detail. He’s not at all stupid.”
Barnes is believed to be bemused by the intrigue surrounding him – managing director Lee Charnley is responsible for the day-to-day running of Newcastle – but he is undoubtedly Ashley’s right-man hand.
The Sunday Sun understands Barnes has been the main contact for various parties interested in buying the club in recent years, including Joseph Dagrosa and GACP Sports; and Amanda Staveley and her Saudibacked consortium.
Despite having no formal role at the club, and no experience in the game, Barnes was namechecked alongside Ashley and Charnley by Rafa Benitez when the former Newcastle manager discussed the prospect of signing a new contract at one point.
At a fans’ forum, in 2018, Newcastle insisted it was ‘appropriate to have a conduit’ between Ashley and Charnley after the Magpies’ owner took on a wider role at Sports Direct and the Sunday Sun understands the club feel that nothing has changed since then.
“Justin Barnes is not paid by the club and while he will give his view in discussions, he does not have decision-making powers at the football club,” a spokesman said at the time.