I agree with a lot that you say Greg but my understanding is that we DON'T have to sell them. However, if we don't then they will leave for nothing in a year's time. Thats bad business. I would expect though that any fees received, however modest, would help with the salary costs.
In terms of Setanta, we don't really have much debt but rely overmuch on TV income. We need to boost non TV income in short. Its about getting more businesses involved, increasing attendances (if only modestly) and getting more from existing fans.