Who sets the value of sponsorship deals? Who says what is right to pay and what is 'value' for money other than the club and the potentially interested parties?
In theory, the markets says what is "value".
In the FFP rules, it says UEFA will use similar deals to work out what a "fair value" should be.
The problem is that there isn't really anything to compare it to.
There aren't many comparable deals just for stadium naming rights anyway, but there's nothing for rights covering a whole area as with the City deal.
This latest action was so blatantly obvious it could be spotted a mile away, but how can it be stopped? How can UEFA stop one company buying naming rights off another company? That is restrict of trade (is it not?) and City could take them to court.
I don't think it can be stopped. Even if they wanted to, I'm not sure there's anything UEFA could do to block the sponsorship. But that's not really the issue.
What UEFA can do is decide how much of that income can be counted in the FFP accounts, which in turn could affect City's participation in European competition.