Lawrie Sanchez is of the belief that the Football Association is basically giving away the FA Cup.
Reports suggest that Emirates airlines are set to win the naming rights to the famous cup competition for £30million over three years.
Sanchez, who won the 1988 FA Cup with Wimbledon, believes that the FA are shooting themselves in the foot by selling off the cup so cheaply.
'The first thing that struck me was how cheaply the FA Cup was being sold for,' he wrote in his column for the Daily Mail.
'A figure of £30million over three years is amazingly low if you compare it to the shirt sponsorship deals in the Premier League, where Chelsea and Manchester United can command more than £40m a year.
'I'm sure they have professionals working out these numbers, but it seems cheap to me for a world famous competition that involves so much television coverage.
'To give it away for so little surprises me. It feels like it has been undervalued.
'The FA Cup is the oldest cup competition in the world and a bit of reverence would be nice.'