Newcastle United have reportedly held talks with Newcastle Brown Ale over a sponsorship deal that would hark back to the halcyon Premier League days of the mid 1990s.
According to the Sunday Mirror, as reported in the Sun, Newcastle have attempted to revive their popular sponsorship deal but have been unable to agree a deal with Heineken, who own Brown Ale.
Newcastle are on the search for a new sponsor next season, as their £9m deal with Wonga is set to expire.
The failure to agree a deal leaves a cloud of uncertainty over who will be the club's shirt sponsor for next season, when the Magpies may once again feature in the Premier League, if their current Championship form continues.
The Brown Ale sponsor stirs emotions of a greater time for Newcastle fans, as it was the logo emblazoned on the shirts of the players that rode Manchester United so close to the Premier League title under Kevin Keegan in 1996.
Unsurprisingly, Newcastle fans were excited by the prospect of reuniting with Brown Ale, even though it looks like a deal may not materialise.
The sight of star signings, such as Alan Shearer, being unveiled alongside two giant bottles of the brown stuff is now something of 90s footballing legend and, even if your allegiances lie elsewhere, would represent a hugely popular return.