Re: the seven figures over 5years, if the deal happens, will no doubt be based on the share of the profits from the shop. It won't be a straight cash for sponsorship deal. In other words ignore talk of seven figures unless the store is a massive success.
Still, if the deal does happen it will be a huge improvement on the current setup - credit to SC for this one...unless of course the M.E.N disclosure has scuppered it ;-)