What’s the opposite of the ‘halo effect’? Budweiser is in danger of upsetting fans with the latest ‘innovation’ in its FA Cup sponsorship.

It’s forked out for a bunch of ringers - including former internationals Graeme Le Saux and David Seaman - to play for non-league outfit Wembley FC, suggesting corporate titan AB InBev hasn’t quite grasped the English notion of fair play and our fondness for the underdog.

A TV crew will follow the club through its Cup odyssey on the bastion of Britishness that is ESPN.