Everything they've done so far regarding this has been to do with ripping the piss out of the fans IMO. Fuck all else. Just look at the stuff they've put on the official site, Facebook, pictures they've used (and now changed), the timing and so on. I'll be fucking amazed if any sponsor comes in, and sad as it is I'm resigned to hoping they do.
It's just a massive power trip imo, put the fans back in their place every time they're beginning to get some pride back.