Name of the game must be a wider community benefit

A tour of American sport could lead you to the Dunkin' Donuts Center, the Quicken Loans Arena, the KFC Yum! Center, US Cellular Field or the Gaylord Entertainment Center, home to the Nashville Predators. It might also take in Wrigley Field, one of the most evocative ballparks in the States since 1916, but named after a chewing gum tycoon.

Here, in England, a tour of football's commanding heights would take one to the Emirates, the Reebok, the Britannia and, now, the Etihad, which, disappointingly for red Mancunians, turns out to mean "unity" and not "united", thus depriving Old Trafford of cosmic teasing rights every time City play at home. Sadly for Sunderland fans, the rechristening of their enemy's fortress to sportsdirect.com@St James' Park never quite took off, so Newcastle United remain in the queue of clubs desperate to flog off their identities.