Manchester United's American owners are ready to sacrifice a potential £20 million per year windfall by turning down the chance to sell the naming rights at Old Trafford.
The Sunday Telegraph reports how the Glazer family have caved in to supporter pressure by foregoing the opportunity to secure a significant amount of additional income by promising to protect tradition at the Theatre of Dreams.
Despite the fact the Premier League giants' debt still stands at over £300 million, the Florida-based businessmen have decided that re-branding the Red Devils' stadium remains off-limits, even after seeing several domestic rivals negotiating lucrative commercial deals.
The news is likely to be welcomed by Manchester United supporters, although some might see it as a missed opportunity to create additional revenue that could be reinvested in Louis van Gaal's playing squad - something that would help the veteran Dutch coach close the gap on newly crowned champions Chelsea next season.
It's understood that the Glazer's remain unpopular figures from Old Trafford fans' perspective, but their vocal hostility towards the controversial chiefs has subsided in recent years.
Perhaps that new-found standing played a part in their decision to reject the chance to sell naming rights for the ground, to avoid the risk of upsetting supporters again almost ten years to the day since the takeover was first announced in May 2005.
Manchester United fans: How would you feel about selling naming rights to Old Trafford if it meant an additional £20m-per-year to spend on new players? Share your thoughts below...