Is it actually his money, or is he borrowing against the business (think the Glazier brothers at Manchester Utd, or Maplins)? If it works out, he makes a load of money. If it fails, he loses nothing but the business (and all the staff) lose.
I’ve only heard bits about how he treats his employees so I’ll not comment on that but he’s a dreadful football club owner. A club with an average attendance of over 50,000 having the 4th lowest budget in the league & their star player been Shelvey is laughable. Every time Newcastle fans complain about it they get spoken about as if their all idiots who want to spend money like Man City. There should be no reason that they aren’t competing financially with Everton for example. I’m sure he’s paying the going rate for his sports direct sponsorship all over the stadium as well