Mike Ashley changed the name of the stadium - looking for a £20m cash bonanza - and we still don't know the figure Wonga are paying to revert Sports Direct Arena back to St James' Park.
It's a money game these days ... to hell with tradition.
But a switch of name for the club (rather than the stadium) could be a step too far.
How would you like us to be named Newcastle United Magpies?
Could it happen?
Hull owner Assem Allam has confirmed the club will be formally renamed Hull City Tigers from the start of the new season.
The move, which runs the risk of stoking resentment among fans, will do away with the Association Football Club (AFC) moniker which has been part of the Yorkshire club's name since their formation in 1904.
Revealing the move in the Hull Daily Mail, Egyptian-born businessman Allam said: "Hull City is irrelevant.
"My dislike for the word 'City' is because it is common.
"City is also associated with Leicester, Bristol, Manchester and many other clubs.
"I don't like being like everyone else. I want the club to be special.
"It is about identity. City is a lousy identity. Hull City Association Football Club is so long."
"In the commercial world, the shorter the name, the better.
The more it can spread quickly.
"I have always used short names in business. It gives you power in the science in marketing. The shorter, the more powerful the message.
"In Tigers, we have a really strong brand.
"The identity of the club is the Tigers, the stripes, and the colour scheme of amber and black, which remains.
"We just feel that, now being on the international stage, we need to strengthen the brand identity.
"AFC is redundant, it is not used by the club, the fans never mention AFC, nor do the media.
"We have dropped something that is redundant, that is of no value, and is of no use.
"People have the right to call the club what they like, it's their club," he said.
"We are not going to fans and saying they all have to refer to us in the same way.
"They call it what they like, we will do the same, but it is for commercial reasons that we are choosing this branding."
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