“People will have lots of ideas as to what this looks like,” Shola Ameobi says. “I’ve never worried about what people think about me. If I did, I wouldn’t have done what I’ve done throughout my career. But I also totally get why it may look to be the case for some.”Ameobi knew the question was coming. It requires addressing, with this interview timed to run alongside the announcement of his new job.The former Newcastle United striker was the club’s loan coordinator for seven years and has moved to the fresh position of head of corporate affairs. This non-linear and unorthodox move will lead to accusations this is merely an example of “jobs for the boys”.Well, is it?“I never want to be tarred with the brush, ‘He’s just got that job because of who he is’,” Ameobi, the ex-striker who scored 79 goals in 397 appearances for his boyhood club, continues. “I’ve worked hard in the background and there’s a reason why I haven’t broadcast all the studying I’ve done. It wasn’t for anyone else; it was for me, for developing myself.”Shola Ameobi was a cult hero at Newcastle as a player (Michael Regan/Getty Images)“It’s not that I don’t care what people think about me, I just don’t let it change the way I behave — that’s always been a strength of mine. Everything I’ve done has come from a place of wanting the best for this club. From being a fan, from my love for this club and city.“Ultimately people will try and connect dots however they can. There’ll be people who think it’s just a weird transition from loans. But once people understand the effort it’s taken to get here, I’d like to think they can understand how it’s come about.”So, how did this quite drastic change happen?The 100-day review which David Hopkinson, the chief executive, oversaw following his arrival last September ushered in a bolstered executive framework. A head of corporate affairs was required and Ameobi was deemed ideally suited.“It’s taken seven months of talking, understanding, negotiating what this role looks like because I’m very aware I don’t know what I don’t know, but I’m someone who wants to learn,” says Ameobi.“Summing the role up in a sentence, it’s basically to lead the club’s strategic external engagement by building relationships across civic, regulatory, business, community, corporate stakeholders and fans to advance our organisational goals.”Sitting inside the communications department, Ameobi will work closely with the executive team and be an important conduit between internal and external stakeholders.Ameobi’s natural charisma and the authenticity of his connection to the club and the city are deemed vital, distinctive qualities.(Masashi Hara/Getty Images)“This role really leans into his natural strengths,” says Brad Miller, Newcastle’s chief operating officer, who oversees infrastructure projects. “He’s got a unique and very personal story to tell.“Thinking about the investment in the stadium or a new training centre, it’s, ‘How do we leverage all those skills?’ We need his personality, intellect and strategic thinking, but also for him to help deepen the relationships we’ve got.“We’re going to need a lot of support, from fans, politically and from the business community, to deliver a world-class training centre. We want to rival not just what Spurs have, but what PSG and Real Madrid have.“From a stadium-investment perspective, whichever option is selected (redevelopment of St James’ Park or a new build), Shola’s unique background can only help secure such a massive investment and what that could do for the region.