LONDON — When Kevin Keegan was asked in 1998 about managing Newcastle United,again his reply was: "No . . . I won't go back to managing Newcastle . . . that's 1,000 percent."

Last October, Keegan admitted he had not seen a game of football live since leaving Manchester City two years ago and "nothing" would bring him back to management.

On Wednesday, Keegan was confirmed as the successor to Sam Allardyce — or as the Newcastle Web site reported: "Geordie messiah to be unveiled as new United manager."