I realise the temptation is to be hysterical about this and demand that we should be getting a better deal, but let's look at the actual facts:
- It is £5.3m a year over three years.
- That makes it the 8th best deal in the Premier League.
- It is only slightly less than the 7th best deal, which is Newcastle at £6m a year - however, a) who would want Wonga on their shirts? Wonga overpaid to make sure they got the deal; and b) Newcastle sell a lot more shirts than we do.
- More crucially, the top 6 best sponsorship deals in the Premier League are exactly who you would expect - the current top 5 plus Man Utd. All of them regularly qualify for European football (or in Liverpool's case, have a pedigree for it up until recent years). We have qualified for European football 5 times in 29 years.
Our sponsorship deal is commensurate with our league standing. Outside of the mega rich clubs, we are the 'best of the rest', Newcastle the very slight exception.
It really isn't that bad a deal, and although it is with an alcoholic beverage company, they still do an awful lot of altruistic good as part of the deal. I don't see any Standard Chartered Football Villages or training schools. And yeah, it would be great if we had the money of their deal. But we don't for obvious reasons, some of which are based on the pitch.