Pecuniate obediunt omnia.

Unfortunately, we have to accept that sponsorship is now part of everyday life. Even the Colosseum in Rome is looking for a sponsor, we hear. But there are two ways of doing this - I am just about willing to accept something like "The F.A. Cup sponsored by E-ON", but what gets my goat is when the sponsor takes over the product - did you know for example that football's Northern Premier League is now the Evo-Stik League? How would you feel about "the McDonald's Colosseum"?