sentences:  An apparent anomaly with the fans was the choosing 'Smith 17' as the number of his shirt, after a squad player Alan Smith he admired and 17 being a lucky number for him.Ashley's popularity increased further with the return of Kevin Keegan as manager on 16 January 2008, to replace the previous regime's relatively unpopular choice Sam Allardyce.On 30 August 2008, Ashley was shown on live television drinking beer while with fans in the away stand during Newcastle's game against Arsenal in London, contravening Premier League licensing rules stating that alcohol may not be consumed in sight of the pitch.