Premiership sponsors going bust

Now that Northern Rock (Newcastle United) and XL (West Ham) have gone bust, and AIG (Man Utd) have just had a massive bale-out, would anyone put their pension fund into a company that sponsors a Premiership football club?
JJB Sports yesterday revealed it was in dispute with HBOS over its banking covenants, leading auditors to warn it might not continue as a going concern and triggering a 50 per cent fall in the retailer's share price.
FT Link

Perhaps I should do my bit to help Carlsberg to survive :D
It's not just the footy.
How long before tobacco companys are alowed to sponsor events and advertise again?
Think F1, Golf and cricket in particular.

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