Mike Ashley’s running of Newcastle United has been pilloried by Dave Whelan, the owner-chairman of Wigan Athletic. Whelan, a longstanding business rival of the billionaire sportswear retailer, believes that Ashley is “greedy” for reportedly seeking a profit on Newcastle’s sale and dismissed the prospect of him winning back the respect of the club’s supporters.

Two American companies are in the market to buy Newcastle, but the future at St James’ Park remains opaque. Keith Harris, of Seymour Pierce, the bank charged with selling the club, has described the potential purchasers as “wealthy investment funds” and the “people behind them [are] first-rate”, but nothing is guaranteed and there have been contradictory noises on Tyneside.

“The club is almost sold, so I don’t know what future I have,” Joe Kinnear, the interim manager, said after Saturday’s disappointing 2-2 draw at home to Wigan Athletic. At the same time, there are suggestions that Ashley may be prepared to stay at the club, working in tandem with local businessmen.

That possibility will appal many fans, with the newly formed Newcastle United Supporters Club planning to step up their boycott of official club merchandising in protest at Ashley’s leadership. “I don’t think he has thought things through and I don’t think he really appreciated just how passionate people are up there about their football,” Whelan said. “It is very difficult for someone who is not a Geordie to run that football club and I said to Mike Ashley, ‘You are better off just getting your money back and stepping away.’ “You can’t sack Kevin Keegan and expect the fans to get behind you. He will never be able to repair the damage between himself and the fans. Do that and you are down the pan. I told him, ‘You’re gone.’ Even the taxi driver who brought me up today was saying, ‘When are we going to get rid of Ashley?’ ” Ashley bought the club for about £140 million, supposedly spent another £100 million reducing debts and is alleged to be seeking a price of £280 million. “If Mike Ashley will sell it for the right money, he will sell it next week,” Whelan said. “Now, is he being greedy? Yes.”

Steve Bruce, the Wigan manager and a Geordie, has been recommended for the Newcastle job by Sir Bobby Robson, as has Alan Shearer. “He won’t come here and work with Mike Ashley,” Whelan said. “Steve wants to work with a chairman who understands the game and does not expect too much, too soon. There is no chance he would go near a football club if it is not run the way he thinks it should be.”

There are other issues for Kinnear to deal with. While Michael Owen scored against Wigan, he was restricted to a substitute role for the third match in succession in spite of him declaring himself “ready to play for a couple of weeks” after a “small” groin injury. By contrast, Kinnear rated his fitness at “80 per cent”.

Kinnear will regard reports of the England international leaving the stadium in a state of annoyance as mischief-making, but Newcastle’s record signing and captain has cause to feel disquiet at his bleak international situation and stalled contract negotiations.