Capital One Cup
Everything has to be sponsored now. You can hardly turn the TV on without advertising as programmes are sponsored by some product or company. Mostly nothing to do with the program or the product? Maybe it's cheaper than simply paying for an advert slot? And so it is with football. Long after shirt sponsorship became the norm the stadiums themselves started getting new names. My Arsenal are currently playing at "The Emirates Stadium" in Islington, North London. Sponsored by the airline of the same name. I suspect the trend came from the US, and has taken over all across Europe. Schalke, where we go next week in the UEFA Champion's League, have the Veltin's Arena. Many German clubs have modern stadia built for the 2006 World Cup, where sponsorship was the business plan. The Football League Cup has been sponsored for years, by the betting company Littlewoods, by the Milk Board, by Coca-Cola and now by a bank - The Capital One Cup. The bigger clubs that hav...