Alan Shearer believes the appointment of Joe Kinnear as Newcastle's director of football has turned the club into a laughing stock.
Kinnear has wasted little time in making his presence felt with a series of free-ranging interviews which have hardly enhanced his reputation as he struggled to pronounce the names of some of his players, as well as managing director Derek Llambias.
Llambias subsequently resigned after learning that the 66-year-old Irishman would assume some of his duties under a surprise shake-up of the club's football activities instigated by sportswear tycoon Ashley.
Former Newcastle striker Shearer wrote in Thursday's Sun newspaper: "Where do we start? What I do know is that right now people are laughing at the football club I support. And that sickens me.
"I promised myself years ago never to be surprised by what happens in football - particularly when it comes to Newcastle.
"But this situation really is stretching it a bit.
"While other clubs are all plotting and planning for next season, Newcastle have a manager who has just been totally undermined.
"Alan Pardew has said he will carry on but I am sure it will be a difficult situation."
He added: "As for that announcement, what are the players to think when he can't even get their names right? It's all a PR disaster."
Kinnear met manager Alan Pardew on Tuesday for the first time since he was installed, and the pair are said to have held amicable talks over the way forward.
But Shearer believes Pardew's public silence on the matter is telling.
"His silence on the appointment of Kinnear himself over recent days said it all," Shearer wrote. "But what could he say?
"He is in such an intolerable position.
"He can't come out and slaughter his employers but at the same time he can't agree with a situation which no manager would find comfortable."
Following Shearer's comments on Thursday, the bar dedicated to Shearer at Newcastle's St James' Park is to be refurbished and renamed.
Signs at Shearer's Bar were removed on Thursday day, hours after the Magpies' record goalscorer criticism of recent events at the club.
However, the development was a coincidence and the start of a major redevelopment programme which will see the bar reopen next month as 'Nine'.
Finance director John Irving said: "Shearer's Bar was immensely popular when it was first launched in 2004, but its popularity has dwindled over the years as this part of Newcastle has developed and new bars have opened around it.
"In transforming the site and opening the bar up to a wider range of visitors, it was important that a new name remained in keeping with the club's history and heritage, and Nine is certainly faithful to that.
"We have liaised directly with Alan to keep him abreast of the plans, which he has been appreciative of, and we're looking forward to launching Nine next month."
Shearer's Bar opened in December 2004 during Freddy Shepherd's reign as chairman.