Sounds like desperation is setting in, Higgs 'bet the farm' in an attempt to make himself eternally popular amongst the majority of their support who only seem to want to get 'one up' on us.
So now it's a case of "**** it! Get anyone to pay for it, who cares if we have to hand over naming rights and pay rent? Get the Yanks in, get the Arabs in....anyone with a few quid even if it means asking ******* SHITHEADS!!!"
Don't think so somehow....
Tough!