The outcry when Newcastle United got into bed with a competitor of Provident was long and loud. We await similar emanating from environs of Bradford and the game as a whole.
Here, though, are ten sponsors they could have come up with that would, arguably, be even more socially irresponsible:
8. Jimmy Savile child-minders
6. The Daily Mail
5. Importers of Danish ash trees
3. News International
2. Royal Bank of Scotland