ravelston
Full Member
My point was only that it would be impossible to throw City's deal out merely because of its value. The fact is some companies may want to be associated with an "up and coming" brand such as City's and these companies may pay top dollar for the privilage - which is exactly what Etihad/City would argue. Both are companies that were unheard of several years ago and both want to be one of the most recognised successful brands in the world quickly - so it could be argued that City's brand aligns perfectly with that of Etihad (BS or not).
They could throw it out because it isn't "at arm's length", but I'm sure City's lawyer's will tear this argument to shreds.
Basically knowing that something isn't "achieved in the market" and proving it are two entirely different things and this is a hurdle I doubt the FFP will overcome (thankfully).
There don't seem to be many opportunities for legal grandstanding in the process. UEFA make a judgement - if the club doesn't like it it's only appeal is to the CAS. To date, in this and other matters, the CAS has taken the view that the rules were known to all participants - if a club chooses to ignore them, that's the club's problem.