It's being briefed this is not a naming rights deal.
I'd suggest this is a payment to secure a period of exclusivity with the club. So if someone wants to bid, unless USM give their blessing they cannot go ahead. In general they would pay USM a fee then pay the club a fee on top. USM could care whatever they want to get out of the agreement.
If the company was growing radically it would make some sense. However we know what this is.
Naming rights will be done on top of this. I suspect it will be a longer term deal, with it all paid up front. I wouldn't be surprised if we negotiated a 20 year deal at 15 million per/a but any figure can be added in. Alternatively they may just do it in 5 year blocks, that can help top up any potentially losses we have.
If they get this past UEFA though then they are in a strong position. 30 million for a period of exclusivity would suggest a very valuable naming deal.