If their profit is £50mill a year, they could I suppose afford £10mill for advertising but it would seem way too high for a single source UNLESS you're looking at huge national and international exposure. I'd expect a low floor of sub £5mbut with add ons based on EFC performance/exposure/TV appearances during the season, but then also add ons for other events. I suspect in that regard the proposed rugby games/euros games, etc. will all add to the money we receive. Like all structured deals 'up to' will mean 'appreciably less than' unless we have amazing success each and every year and maximise the non-football use of the stadium. In reality, even if we could work it up to £6m we're in decent company for this type of revenue source, albeit some in that range will admittedly be renegotiating upwards sooner rather than later. The name may not be (metaphorically!) massive, but the mooted numbers (if accurate) are about as good as we could realistically expect for where we are. Maybe better.