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New principal commercial partner for Aston Villa

I'll get into trouble for saying this but if this is what it has come to, then the writing really is on the wall. We've only gone and landed a special effects company as a sponsor!

Sorry and joking aside, I had heard of FxPro before yesterday but I'll stand by what I said yesterday and the bottom line is 'not really impressed'. Naturally, if I find out they are paying us £5mn a season it will be a different story, but I don't think it will be anything close to that, which is what leads me to my bottom line.

But, at the end of the day, even though I'm not impressed, I actually don't really care what it says on the shirt and I don't think it really matters. I used to prefer it when you you could get the shirt without the sponsor on it, but that was a long long time ago, in a galaxy far far away.

But, some things we do know about this deal. It will be lucrative and we know this because that is what they were looking for and what they couldn't find and why Acorns were put on the shirt two seasons ago. But I don't think it is, so were we lied to two years ago? So many things going on in my head. Must stop. Beer.

It will also match the internal expectations regarding the sponsorship value and the esteem in which the people at the club hold the shirt and we also know that the people at the club will cherish the symbol and message that is now put on the shirt. We know this because again, they told us this two yeas ago when Acorns went on.

So, FxPro it is and like I said, it doesn't really, at the end of the day, matter, but it will be interesting to see how much they paid - because that does matter, it matters because we will learn what people inside the club really value sponsoring the club at and that in itself will speak volumes.

But, we will find out soon. Things like this are either told to us or leaked and I for one hope it is told, that way it is likely to be big and positive.

Sorry again for downtime today. The server this website sits on hosts two websites and the other website tried to serve up nearly 1,000,000 pages between 6am and 4pm and it didn't really work as we would have hoped, which meant quite a lot of down time and only 300,000 pages served. We hope we will have it fixed by tomorrow.