Yes it's a pain, but as what's already been mentioned we are a top 4 club (well top 2 at the moment) and exposure to the sky tv sports channel is a positive thing.
More and more people will see our team and more and more new fans will attach themselves to the names of our players and club alike.
Having our partners and sponsors names exposed on tv will help promote better commercial rates and we as a club will grow.
Anyway get used to it, I think we are here to stay for some time.