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No sensible businessman will gift a money making venture to a football club, even if he owns the club. There's a difference between throwing money at a club and throwing a money making venture at the club. That 20m benefit goes to the club. Tony no longer owns the business that was making him...

Market value. The market is providing the money to the hotel, whereas the shirt sponsorship is coming from the club owners pocket. If tony is the hotel's only guest and he pays £500k a night it would be comparable. Forest (may) have paid more for the shirt sponsorship than they could reasonably...