It was planned as 'revenue neutral' - as I understand it, they pay a licensing fee in January of each year, which is expected to be recovered by 'expected sales' over the year... So if they're getting better than expected sales at the stadium, then they should make a little money out of it as well as the brand recognition benefits...
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- Ann: Appendix 4D & Half-Year Financial Statements
Ann: Appendix 4D & Half-Year Financial Statements, page-4
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