Reuters has run this story quoting Fulham CEO Alistair Mackintosh on the club’s tie up with American sports marketing firm, Fenway Sports Group.

The deal has caused alarm with Fulham fans because of the consideration now placed on selling the naming rights to Craven Cottage.

We’re thrilled to work with Fenway Sports Group, a proven leader in the sports-marketing industry. FSG has an unparalleled list of corporate contacts, and we`re certain that their sports marketing experience, knowledge, and strategic thinking will give us the best opportunity to tell the Fulham story to our target audience of North American marketing executives.

Fenway Sports Group’s President Sam Kennedy’s talk of brands is depressingly predictable.

We saw a lot of similarities between Craven Cottage and Fenway Park when reviewing this opportunity and are excited to work with one of the top football clubs in London.

Fulham and the English Premier League are leading sports brands and we are eager to speak with potential corporate partners about how they can achieve their global marketing objectives by partnering with Fulham.

Richard Scudamore will be salivating at the prospect of his barmy 39th game scheme being back on the agenda too.