Well, perhaps I didn't word it correctly, but winning that title definitely built on the image that the gravy train was still going to keep running despite the riches City and Chelsea were pouring into their clubs. The winning margin - 11 points - was just after losing a season before that on goal difference on the final day. If you're signing on a new global sponsor or renewing an existing one, you'd definitely be able to make a good song and dance about that.
Of course, that and the fact their negotiators are top class devils, what with the new deals they were able to snag with Nike and Chevrolet the following season.