Manchester United have invariably laid down the gauntlet to the opposition and they've excelled themselves again. No, it's not the acquisition of an actual midfielder, but the unveiling of the club's new signing... their official noodles partner, Mamee.
Tucked away on page three on the list of official club sponsors, Mamee promise: "Fans of both Manchester United and Mamee Noodles can look forward to some major fun in the coming months. In the meantime, slurp up and cheer!"
On a day in which Liverpool confirmed they would stay at Anfield and Newcastle United reclaimed St James's Park back officially, the latest case of crass commercialism in football is back with a vengeance to give the gleeful purists a kick in the teeth.
Among the kit suppliers and principal sponsor, United also boast official savoury snacks, an official office equipment partner and an official integrated telecommunications partner, amongst others.