RobSpurs
Player Valuation: £2.5m
By unprecedented you mean "convenient". i.e. exactly the same amount needed to get the club out of a FFP hole. lolUSM paid an astronomical (unprecedented) amount just for first dibs on naming rights.
Hopefully the planned naming rights deal itself wasn't massively overinflated and it can be plugged with other sources and/or a different naming rights partner.
I look at it this way. Surely an ever-present PL club with consistent 40k+ crowds in a market where broadcasts rights are still shooting up can manage this project without someone like Usmanov? You're big enough and ugly enough to pull this thing off. Get this beautiful thing built without any grubby associations. And I reckon that'd be better in the long run.
I'm staying optimistic for ya'll anyway.
If things get back on track the sponsorships will start up again, if they don't we've got bigger problems than football to think about.
I disagree that it's either things go back to normal or doom and gloom.
We're in a new normal. imo Russia will remain sanctioned for a good while, so these sponsorships are gone now. Forget about them. Get on with finding some new sponsors.