businesses to follow their lead’. So far IIA has only one partner, Tullow Oil, and employs just one person, director Will Pollen, who actually works for Tullow. (A LinkedIn profile which showed this has recently been deleted, although an internet cache, right – click to expand – still exists).

Sunderland will profit from the cash windfall and hope they gain fans in Africa through having the word on their chests. Tullow want a more westernised business culture across Africa to help boost their own coffers.

Arsenal’s long-term sponsorship deal with Emirates appears increasingly low as every year passes. When announced in 2004, the combined 15-year sponsorship deal for shirt sponsorship and stadium naming rights worth £100m looked massive. Worth in the region of £5.5m a year for the shirts, thedeal now looks on the low side compared to their biggest rivals and leaves the Gunners in ninth spot this season.

West Brom, Stoke, Norwich and QPR have earned financial uplifts due to new or renegotiated deals this season. West Brom will earn an extra £400,000 a year as a result of a new £1.5m a year deal with property website Zoopla. Stoke will enjoy an additional £300,000 after announcing a £1.3m a year deal with bet365. Norwich renegotiated a four-year, £1m a year deal with insurance company Aviva, worth an additional £650,000 a year, while QPR successfully renegotiated an extra £200,000 a season with AirAsia.

The overall total is boosted as the three newcomers to the Premiership – West Ham, Reading and Southampton, will earn a little more combined