This evening my beloved Derby County announced that Pride Park, their home since 1997, would be renamed the iPro Stadium in a £7 million, 10-year deal. Am I upset at the decision? Furious that we've sold out? Inconsolable in disbelief? No. As much as football is the one of the biggest emotional drivers in any fan's life, it remains a business and like any successful business it has to constantly expand its revenue streams.