Although Newcastle fans are keen to underline their protest is aimed exclusively at Ashley and not the incoming Bruce, they can not help but feel underwhelmed by his appointment.
The Brazilian looks set to become the first signing of the Steve Bruce era after the former Sheffield Wednesday manager was appointed Newcastle boss on Wednesday morning.
The Newcastle squad are now on a pre-season tour in China and Bruce and his staff are scheduled to travel to join them there following Wednesday's match in Nanjing against Wolves.
Newcastle have confirmed that they've handed Steve Bruce a three-year contract.
"He is in concrete negotiations with a Premier League club", the tweet read. "We'll roll our sleeves up and we'll be giving it everything from the off to ensure supporters have a successful team that they can be proud of", Bruce said in a statement.
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"The Club is now considering its position and taking the appropriate legal advice".
Bruce's appointment on a three-year contract was announced after Newcastle agreed compensation with Wednesday, where he was appointed on a rolling one-year contract in January.
A lot of the negativity surrounding Bruce's appointment is linked to Newcastle fans' disappointment at seeing popular Spaniard Rafael Benitez leave the manager's role last month to join Dalian Yifang.
The squad needs strengthening significantly in other areas too and with Bruce due in China tomorrow ahead of the second game of the trip against West Ham in Shanghai on Saturday, managing director Lee Charnley is the man trying to push through deals.
The Scottish captain has noted the less than enthusiastic reaction on Tyneside - and across football generally - to Bruce securing his dream job at Newcastle.
Many have already voted with their feet, with around 12,000 season tickets having been placed on general sale earlier this week.