The club says the ground will be named after the online arm of owner Mike Ashley’s sports retail business until the end of the current campaign or until a new sponsor can be found.
Derek Llambias, the club’s managing director, says the name change will act as a “showcase” to potential longer-term naming rights partners.
Mike Ashley incurred the wrath of Newcastle supporters last week when he announced he was looking to sell naming rights to the ground, which has been the club’s home since 1892.
The move followed the news that Ashley had taken the club off the market after a consortium led by local businessman Barry Moat failed to meet the £80m asking price.
Ashley has been trying to offload the club since September 2008 when he first put it up for sale. He withdrew it soon after, but put it back on the market following the club’s relegation from the Premier League in May.
The club is also seeking a new shirt sponsor and kit deal to replace Northern Rock and Adidas respectively, whose deals expire at the end of the current season.