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It seems there are no businesses immune to the effects of the credit crunch. After an emergency last minute meeting, Heineken have had to pull out of their sponsorship deal for the recent Cambridgeshire County Cup Final. In a statement from Jean-Francois van Boxmeer CEO, Heineken he claimed, 'The global economic slowdown and the UK government's insistence on increasing beer related taxes has meant more people are drinking cheaper, shit beer like Carling. As a consequence we have regrettably had to pull out of some of our sponsorship deals relating to small, inconsequential, low-standard, rugby-related cup competitions.' This was a huge blow for the match between Sawston and Mildenhall at the village college on Saturday afternoon, but all was not lost. Thanks to an unnamed player's connections in the children's entertainment industry a new sponsor was found at short notice. I have to admit I wouldn't have thought of approaching Disney to sponsor a men's rugby competition so I was fairly surprised when they announced their support. They stated their intention to diversify the target audience of their products and services as a key driver behind the move. Robert A. Iger, CEO of Disney enthused that, 'This is a momentus day for Disney as this displays the creativity of our organisation with such a fantastic example of 'out of the box' thinking. It will send shockwaves through our competitors and I expect it will not be long before other sponsorship deals follow. We are currently working on a deal to team up Toy Story with the Ultimate Fighting Championships so you can look forward to that.' Shortly after the press conference Disney announced that the new name for the formerly titled Cambridgshire County Junior Cup final will be 'The Mickey Mouse Cup'.