I continue to hold the view that EFCs best global brand to sell is EITC
Although it's nice to see a positive article about the club for once, it seems a weird that they are giving praise for doing something every club does (having a charity on their shirt once a season - its even alluded to in the article), when we are one of the clubs that has a gambling sponsor. Maybe a case of the sub writing the headline without reading the article properly.
Anyway, to your point above, Usmanov should pay us a fortune to publicise EITC on the shirt. Anyone complaining about 'fair market value' then would look rather miserly.