To a mate earlier.

It is arguably a better deal for them than us as they seek to grow in Asia where this will massively boost their profile. It gives us a new income but does nothing to elevate our brand.

To us the stadium will stay Bramley Moore but our neighbours will be calling it Hilly Dick and worse (it has already started) which does feel like a potential long-term branding own goal to offset my CFO head gratitude for the £.

It is a bit underwhelming in all honesty but it was obviously the best deal on the table and is less offensive than buddying up with Stake.

I guess you can make a case that this and Castore is us doubling down on our local identity but I will leave that spin to marketing folk.