Bear with me on this and I'm trying to look at it from another angle .

Let's say the NFL was watched in the UK by a TV audience of millions upon millions as the PL is in China and worldwide and Richard Branson bought the Miami Dolphins .

His Virgin brand would receive massive exposure because of the power of owning an NFL franchise .

Virgin and the Miami Dolphins would sit hand in hand and reach potential customers they normally wouldn't connect with .

Now the BFC brand in the championship to day isn't strong but it becomes transformed the moment it plays in the PL .

It's a bargain for Mr Lee and his consortium , yes they have to get the club promoted but that's reflected in the price he's probably paying .

A £100 million pound investment could yield three or four times that in new revenue for the consortium .