This time last week fans of Manchester United were rueing a, let's be honest, pretty terrible display from their team in the Champions League final. While their detractors were of course smiling from ear to ear.
Still, no point wasting time dwelling on such defeats, thought the board, and promptly secured a deal worth £80 million over four years for the next shirt sponorship, with financial firm Aon. Isn't that amazing? A brand can make £80 million from selling space on their shirts. Only sport could provide such power to a brand to be able to secure such huge revenue - indeed this is the largest ever football sponsorship deal, vastly eclipsing Bayern Munich's £56.5 million pound deal from a few years ago.
But, whatever the value of the space, it can't help you play any better. As Barcelona proved - they let Unicef use their shirts for free.