You guys realize that the deal was more complex than what you are describing. We were in a poor financial situation. We had been in a long term deal with Meorates that was very frontloaded, and effectively paid out most of the value on the first few years, to support stadium construction. It was not a linear payout. That is why part of the renewal negotiation was getting the first payout a year earlier than the start date of the contract. We had to fix our cash flows. We had to give something up for this.
The first time we gave up the stadium name, stadium names were worthless in Europe. The deal looked rich overall and everybody in media celebrated it. This was before Chelsea, global viewership really exploding, social media creating multipliers for football brands. Second time we signed, I think we just had to make concessions if we were going to get a big deal a year early
