They're fucking idiots: the one reason anyone would want to invest in naming rights has now been negated by Fat Cunt. If a brand wanted to attach itself to NUFC they'd be looking at our reputation, history, the prestige of having their name attached to a legendary football institution. There's a cachet in taking on the mantle of St. James' Park: a name with 120 years of history. Re-branding the Sports Direct Arena is like polishing a turd. If it's about the brand, then you've got to protect that brand. We've cheapened ourselves massively and that will surely be a turn-off to any investor. Currently, we're the girl that'll fuck anyone and it'll be no surprise when no decent, reputable companies will want to get near us.