When they say it's not for sale, I'd take that to mean they're not actively looking for a buyer or offering the club. Of course if some unhinged tycoon wanted to throw money at them, they'd take it. Goes without saying.
Every club has to be a brand, it's 2011. Football doesn't exist merely on the pitch, so any ventures that are aimed towards the betterment of what happens on the pitch is alright by me, even if it's drowned in marketing yap yap.