Dave Whelan, the Wigan Athletic chairman, launched a scathing attack on Mike Ashley, his Newcastle United counterpart, last night.

Whelan, above, reasserting his view that there is "no chance" of Wigan's manager, Steve Bruce, taking charge at St James' Park while Ashley is the owner there, said: "I don't think you will ever get Steve going to a club that is run the way Mike Ashley runs it. Ashley has no class whatsoever. The minute he arrived there and turned up in the boardroom in a replica shirt and jeans and pair of trainers, the club was gone.

"I think he has got what he deserves there. It's a very proud club and you don't go in and lower the standards. He cleared out the board and all the dignity has gone out of the club.

"Whatever you think of Freddy Shepherd, he had great dignity. People say he made a good living out of it but he was also Newcastle through and through."

Whelan's antipathy towards Ashley derives from their business rivalry in the sportswear industry. Whelan's remarks came as it emerged that Wigan's 10-year naming rights deal with the JJB Sports chain he founded expires at the end of this season and will not be renewed.

Instead the club's new stadium and shirt sponsor will be DW Sports-Fitness.Com, the 72-year-old's latest sports retail venture, and the JJB Stadium will become the DW Stadium, taking the name of its owner and his new company on 1 August.