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Their new owners Fck'd it when they arrived by not signing the deal that was on the table from Allianz when they first arrived and were still a CL club.
They then signed with Paramount before realising they weren't allowed to be sponsored by another PL broadcaster...
And now nobody will pay top dollar to sponsor them while they're out of the CL. Thus they don't want to sign a long term deal with anyone until they get back into the CL.