NEWCASTLE (Reuters) - A huge banner across the top of the Newcastle Brewery building reads "Welcome Home King Kev".
Sister Josepha Matthews, a 53-year-old nun and the headteacher of the Catholic St Vincent's Primary School in the Newcastle suburb of Walker, says there is nothing wrong with calling returning manager Kevin Keegan a Messiah.
"I don't think Jesus would mind. We are all "Messiahs" if we can raise people's spirits and give a bit of hope," she told The Journal newspaper.
Business leaders and economists have said that Keegan's return will help local productivity levels to rise, inspire workers, give the city a greater sense of confidence and produce a feelgood factor for the whole region.
"The football club dominates the skyline of the city and we are a one football club town here, one tribe. A successful Newcastle United galvanises everyone," said one.
As if to prove the point, Newcastle United's club shops are doing a roaring trade in replica shirts with a free printing of "Keegan 7" or "King Kev 7" on the backs proving hugely popular.
All that has to happen now is for Newcastle to start winning matches again in the free-flowing and attacking style that the fans, known as the Toon Army, crave more than anything.
Perhaps their long wait for a trophy might finally end too. It has been almost 40 years since any major silverware came to St James' Park.
THIRD INCARNATION
Keegan's third incarnation as the Geordie Messiah following his first as a player (1982-84) and his second as manager (1992-1997), kicks off against Bolton Wanderers in the Premier League on Saturday (5:15 p.m.).
More than 20,000 extra tickets were sold for Wednesday's FA Cup replay against Stoke City in the two hours after his appointment was announced, and the atmosphere in St James' Park is bound to be electrifying as Keegan begins the serious task of resurrecting the club's fortunes.
In the city there appears not to be one dissenting voice that Newcastle will improve under Keegan and start climbing up the table for their present position of 11th.
As usual on a wintry Friday night in Newcastle, thousands of youngsters were out in force in the Bigg Market and Quayside bars and restaurants and everyone had a view on Keegan's appointment.
Robin Burman, a 21-year-old student summed up the mood when he said: "There is absolutely no reason now, with (billionaire owner) Mike Ashley's money and King Kev back here that we cannot be one of the most successful clubs in the country. It almost happened last time. It will happen this time."
Sammy Patterson, a sheet metal worker from nearby Redcar added: "Keegan should never have left last time because we were so close to taking over as the best team in the land.
"Okay, he might need a year or two, but don't bet against Newcastle winning the FA Cup this year. Anything can happen now."
SOCCER CIRCUS
Before facing Bolton, Newcastle had taken just one point from a possible 15 in the League, having lost their last four league games including last week's 6-0 defeat at Manchester United.
Last weekend Keegan was organising birthday parties for youngsters at his Soccer Circus Academy in Glasgow. This weekend he is the subject of a 48-page "Welcome Home" pullout special in the Evening Chronicle, which also gave readers a handy "King Kev is Back" facemask.
"This is not a normal club," Keegan told the world's media at a news conference on Friday, "It's a very special club and people outside the area don't understand.
"I know this club and I know what the fans want, it's a huge job but it doesn't scare me at all."
Sister Matthews is one of those who know exactly what he means.
"You need the skills to do that but you also need the passion. Everyone is behind him because last time he was manager he gave 100 per cent. And with him here, I'm sure the desert will bloom again."
(Editing by Clare Fallon)
