The line on sports sponsorship keeps moving. But the grey areas keep expanding, too. It seems much more black and white, of course, when decrying sport’s former financial reliance on the sponsorship of tobacco companies. Decades on, no one any longer questions the necessary demise of that source of marketing.

More recently, it’s easy to condemn Saudi Arabia’s ability to polish its tainted image by luring golfers to play in the LIV golf tour with the prospect of hundreds of millions of dollars in prize money.