This makes you think about all those generous sponsorship deals in a new light.

Churchill chief executive Martin Long pointed out to Backchat that sponsorship deals almost always bear a close relationship with the sponsoring chief executive's interests.

Of course, Long is happy to admit that he loves Churchill's deal with Crystal Palace and that it is no chore to attend games.

"Our deal is to the end of next season, but I see it as a long-term thing and so do they," he says.