In this particular case they don't need to 'grow their business.' They've been the dominant team of the past decade. The owners certainly don't need the business of Man City to support their other endeavours.Who cares if they are bringing in extra revenue through sponsorship, it’s money into the game, surely better than running clubs through debt and paying interest which is money out of the game.
Why should owners be discouraged from growing their business with their own money in favour of owners like the Glazers and Kenwright who buy the club on debt and get the club to pay back that debt and then spend zero letting the club decline but still able to cash out at huge profit.
How many titles in a row do they need before the accept their cheating has gone far enough? Another 1? 3? 10?
The problem isn't sponsorship, it's linking spend to revenue under the guise of sustainability. Let's not kid ourselves, it's to protect the established media darlings. I'm pleased City have bloodied a few noses but the train is now out of control and the brakes are not slowing it down.
The prospect of anchoring total spend to a multiple of the lowest earning clubs TV revenue is the only way to compress the competition. Unfortunately the proposal of that multiple being x4.5 makes it pretty much meaningless and they'll continue to spend. If it started at 4.5 and dropped to X3 over say, 5 years we'd have a far more competitive league.
Whilst it's fun to say 'you lost the league at Goodison Park' it should be pretty much impossible to pinpoint where any one team lost the league. When both the leading teams win all but one of the last 15 or so games it makes a mockery of the 'best league in the world' claim.
Cutting the spend would eventually lead to league winners being crowned with 80/85 points at the most and make every fixture meaningful.