Personally, after what I've been reading, I reckon goodwill in our circumstances is not something you can claim on when you sell your business from a Capital Gains point of view. I see no logic in that.
Nor is it an Expense, the tax man wants you to pay tax, so if you spend £3K on a round; I doubt he'd like you to add that against your other expenses and end up paying no tax at in that year.
So I reckon it's a Capital Expense, where you deduct an amount of it from your profit (reducing your tax liabilty) each year.
If I were in this position, that's how I'd treat it, and if I were investigated and it was picked up, I'd argue the case.
Much of the nitty gritty when it comes to tax can't be legislated for, there's just too many small transactions; you'd have tax books the size of libraries; so the tax man is pragmatic when it comes to stuff like this.