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Precisely.

Speaking for myself it wouldn't make a blind bit of difference. The name itself indicates that they're far from being a Brighton company, so as long as the deal's right for us I don't give a shit where they're based. Also I wouldn't describe them as popular. Sure we're happy to call it the Amex...

I'll probably still call it the Amex, the same way as I refer to the Reebok (Bolton), the McAlpine (Hudds) and the Rose Bowl (Hampshire cricket). I'm 99% certain that none of those are their current names; without googling I think the McAlpine is now the John Smith stadium, the Rose Bowl is the...