Tesco, a large supermarket chain (also in the UK), is also moving away from VMware: https://arstechnica.com/information-technology/2026/06/tesco...

I'm assuming they're paying much more than a football club.

There's also a legal side in this case because they're actually suing Broadcom: "Tesco claimed Broadcom hiked its VMware prices by about 175 percent in UK court filings."