So would you agree that the benefits of Northern Rock in Newcastle is seeing the name Northern Rock on the football strip and not a great deal more

No....because Northern Rock have always had a policy of sponsoring Newcastles major sports teams. They sponsored the basketball and the Rugby Union squads, that was their method of brand awareness.

Carlsberg and Liverpool is/was the longest single sponsorship in the Premiership.
Developing such brand prominence in such a tough market is an exceptional feat, and im sure they fought hard to keep the sponsorship.
It is widely regarded as just as famous as the Arsenal/JVC tie up, and the Marlboro/Ferrari sponsorship.

As for jobs in East London and holidays in Manchester - gotta be honest, i think thats just to get their name on the TV and get them ahead in the market. The extra's are very unclear.

EXP SPORT you have to thanks for that sponsorship deal.

Really? Chang has a pretty bad reputation in Thailand (both socially and product wise). I generally avoid it (though not as much as Leo) whereas I think Singha is pretty good.

The mighty Beer Lao is much better though than both. Would thoroughly recommend a sponsorship deal with them!