Derby County supporters around the globe are demanding to know the answer as to who/what the hell are/is iPro, the club’s new stadium sponsor.

The drink, presumably foul-tasting, will horn in on the Championship side’s matchday experience in a move that’s already being referred to as Operation Stop Calling It Pride Park and Start Calling It iPro Stadium.

That’s right, Derby County are quite literally selling their Pride – but that’s okay, because the ten-year sponsorship deal is worth a whopping £7m.

We haven’t checked but we’re guessing that’s more than they got for Operation Stop Calling It Baseball Ground and Start Calling it Pride Park.

Speaking exclusively to Football Burp, Rams boss Steve McClaren chose to draw attention to the possibilities opened up by the cash injection.

He said: “We could throw it at the debt, or go out and make what is known in the industry as ‘a Matt Jansen type signing’.

“We could even chuck it at a demolition contract on Nottingham Forest’s stadium. How much do you reckon one of those would set you back?

“I don’t know what happened at Forest. I built a side of galacticos – Matt Derbyshire, George Boateng, Andy Reid, Jonathan Greening for crying out loud – but they just didn’t gel.

“I can’t believe they beat us, Derby, in the derby. I am Derby now, right?

“Right. Just checking.”

He added: “Hail iPro!”