Why? They won’t be paying us a lump sum and we’re limiting income for future seasons by giving them away at the current rate
How do we know their wasn’t any advanced? I very much doubt they anticipated being at this point without a naming rights deal and they will inevitably have a knock effect on our budgeting. The whole thing appears very reminiscent of Woolwich first deal with Emirates - which was what they required back in 2004 but turned out to be a very poor commercial deal in the end. What other possible explanation is there for the club to extend the deal for such a sizeable timescale?