Feel-good story of the day has to be Aston Villa’s decision to pass up the big bucks in favour of supporting a Birmingham-based charity.
The football club’s shirt sponsors for next season will be Acorns, which operates children’s hospices in the Midlands and has struggled in recent years to secure sufficient funding to maintain all its services.
The partnership deal with Aston Villa aims to raise awareness and funds for the charity across the UK and internationally thanks to global interest in the Premier League.
Money has swamped the beautiful game in the last 10 or 20 years, largely with a negative effect.
I can’t see Aston Villa’s decision kick-starting a new trend, but it is a refreshing break from the norm.