TBF It's not much different in other new stadia around the country. Certain brewers (Carlsberg/Tetley in our case) bid to be 'partners' in the project and they fit out the bars areas etc at their cost, in return for exclusivity of drink supplies and long-term franchise contract. I would be surprised that the original contract was as long as 10 years but presumably the longer the contract, the more Carlsberg/Tetley paid the club (and by the club, in this case, I suspect it would come under SMS Ltd.). I don't think the club would have much say in what CT charge for their 'refreshments' and only a small percentage would actually go into the clubs coffers.