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Deals to plaster companies’ names on Premier League players’ chests are more lucrative than ever. So does it matter if British fans haven’t heard of the Chinese bookmaker sponsoring their local team?

When Peter Kenyon watched Middlesbrough draw against Brighton in a battle for promotion to the Premier League, he jumped to his feet and cheered with the rest of the Riverside. Pure joy flooded the ground, but Kenyon’s mind soon began to shift. “The next moment I’m thinking: ‘How the hell do I make this work?’” he says.

As well as being a local lad and fan, Kenyon (no relation to the former Manchester United and Chelsea boss of the same name) is chief executive of Ramsdens, a Middlesbrough pawnbroker and currency exchanger with about 500 staff. Since 2013, Ramsdens has sponsored the team’s shirts. A five-year deal means he still does, now at roughly double the fee – a reported £1m – thanks to a promotion clause in the contract.

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