RISKY business, this stadium renaming. For some supporters, selling the rights to their home to the highest bidder is tantamount to flogging the family silver.
No such drama at Cheltenham. They know it really is a case of every penny counts after relegation from the Football League. If they want to go back, sacrifices must be made.
The main issues are the pesky headline writers should The World Of Smile Stadium not be the cheery place its new name demands.
When you just can't afford a grimace or a scowl, best get in a manager whose specialist subject is how to keep a place happy. Like the Robins, Gary Johnson is back in the Conference when he would probably rather not be.
But like his club, Conference champions back in 1999, they have history in the division and they're rolling back the years to try and do it all over again.
His eyes are the only thing rolling as he's reminded this will be his 30th year in management. First comes the denials and then the acceptance. Then the small matter of his 60th birthday next month.
Still beaming despite an interrogation about his years, he hasn't changed a bit since he last left this division in 2003 clutching a bottle of champagne as he kicked-started Yeovil Town's great rise.
Whatever way you look at it, 5ft 6ins Johnson stands the test of time.
“Is that what it is, my 30th year?” he said. “No it can't be, I've been telling everyone it's 26 or 27! My first job was in 1986? God it must be then.
Reaction
“I've enjoyed every season, well nearly every season. You've got to make sure you've still got your motivation. Every year I get just as excited about a new group as I have done previously.
“When I walked in at Newmarket Town I didn't have a great plan in mind. I think I was 30 when I took the job. I was player-manager, that's when player-managers could cope with it.
“I'm small sat here, but in Newmarket I was tall – it's a town full of jockeys walking around! It was a good start for me, it gave me the kick to make something of it.
“I was running a soccer holidays business for kids back then. I ended up getting a group of mates together, lads who were coaching with me and it was great. We weren't brilliant, but it was fun. Saying that we won the Suffolk Cup once!”
The Londoner is the west country's adopted son. Two glory-filled stints at Yeovil followed. Sandwiched between, a Dean Windass piledriver for Hull City was all that stood between him taking Bristol City into the Premier League in 2008.
Reviving a club hasn't really ever been on his radar and he knows the size of the task in front of him. He's cleared the decks to try and banish relegation blues. Adding 13 new players and still looking, Johnson is easily their best summer signing.
No fault attached to him for relegation after replacing Paul Buckle in the final days of March, it was chairman Paul Baker's instinctive reaction which convinced him stay.
“How have I found myself back here in Non-League football? That's a good question. My missus has asked me that a few times!” he added.
“I think you're forever looking for the club that suits you. I got the call from Cheltenham last season asking ‘Can you help us?'
“I've always liked the club, they have always looked after me personally and the clubs that I always bring here.
“I was getting a bit bored at home and I thought with seven games to go it was better than doing the housework. She'll be smiling reading that!
“The rot had set it, it was too deep. I found myself at a League Two club, but one that had just been relegated. Then everyone started making a big thing about me helping get them back up. They wanted it done quickly. I've always enjoyed a challenge.
“It was like when I took over at Yeovil. I didn't even know where it was but a friend made me drive down and interview for the job. They liked me but I was going on holiday the next day so we had to move.
Memories
“If you get into me early then I tend to say yeah alright! That's how it started with Yeovil all those years ago.”
If you're going to take a gamble then you may as well do it in a place where you have fantastic memories.
“The last time I managed a team in this league we won it!” he said. “That was back in 2003 admittedly, but that was fun 12 years ago. They said we couldn't do it back then either. I've been allowed the chance to put together a squad now which could give us a chance too.
“I remember the game at Doncaster when we won it live on TV. It was a great way to move into the League, I still remember a lot about that day and those players. I think there's the potential here to do what Yeovil did.
“If that's moving through the leagues all the way up like they did then I don't know, but the club's dropped its standard a little bit, I understand that – it's been dealt a bit of a raw deal in the last few years.
“I had to make sure I was going to be pushing to up those standards. There's no doubt in my mind that Cheltenham's a Football League club. When you're here you haven't got that Non-League feeling.
“I look forward to coming in every day. As you get a bit older I think the quality of life is a little bit more important. Maybe that's something that led me here.
“It's my 60th in September but I don't think about that. If Sir Alex can go on until he's 70 then so can I, and I've got four years on Louis Van Gaal!”
