Kevin Keegan's return to coach Newcastle United will clearly pay for itself:
The news of Keegan's return sparked mass celebrations on Tyneside with 20,000 tickets sold in two hours for Wednesday's FA Cup replay with Stoke.
The announcement filled what would otherwise have been a half-empty stadium. Newcastle's pricing structure suggests that $50 per ticket provides a useful benchmark, which implies that the announcement effect might be in the neighborhood of $1 million for Wednesday's game alone. Not a bad short run return!