From now until September, U.K. footy fiends can simply pay what they please for the downloadable, PC version of Championship Manager 2010. That's right, name your price. And if you haven't got a haypenny, God bless you.

You will, however, need a £2.50 "transaction fee" even if the price you name is, "not a rat's ass (sigh, arse)." It's believed to be the first time a new game has gone the way of Radiohead and other performing artists in offering consumers the chance to pay what they think the content is worth.

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The promotion runs from now to midnight Sept. 10, and is accessible through the Championship Manager web site. After that, the game goes back to full price.

Pay What You Want for Champ Manager 2010 [CVG]