Why Etihad sponsorship leaves City still needing more money

Quite rightly there was a celebratory air to City’s new sponsorship deal with Etihad. Early speculation guessed it might be worth £100m, then the figure rose to £300m and finally it was reported as being worth up to £400m over 10 years.

The structuring of the deal to cover stadium naming rights, shirt sponsorship and the new developments on the area surrounding the ground should enable it to fit within Financial Fair Play rules (FFP).