In the coming weeks Manchester United are expected to announce an exhaustive pre season tour across three continents that resembles an 18-year-olds gap year rather than preparation for a physically demanding season in the Premier League.
Glazers' globetrotters appear to be heading East to China & Asia before moving towards South Africa on route to Norway.
Many will argue this is a ridiculous way to approach an assault on the English title, especially in a year that includes the European Championships and the Olympic Football tournament. United will have players on show at both tournaments and it could be said that the playing staff need a break and not a money making rat race.
The arguments are valid and if the 19 time English champions fail to start the new season in the best of manners then plenty will deride global tours as pointless and harmful.
Personally speaking; I disagree profoundly.
Capitalising on the 'brand' and image of the globes most valuable sports franchise is essential to the long term health and well being of United.
We have a strong brand, a really strong one. Turnover and sponsorships increase year on year, and despite crippling interest payments on the Glazers' loans, the club adequately reinvest each summer on new players.
Could we spend more on transfers and wages? Yes, undoubtedly. But at the same time, it isn't Sir Alex Fergusons 'style' to cough up £40 million and £200,000 a week on players like Manchester City and Chelsea do.
Our assets, mainly the stadium, mean a decline akin to one suffered by Liverpool would appear to be incredibly difficult. Old Trafford will always remain standing and as such United will never have to worry about the debilitating financial effect building a new arena might have on the playing squad.
Even a fiscally responsible club like Arsenal have had to put up with the negative impact building a new stadium brings. But now that the ultra modern Emirates is starting to pay itself back, the shoots of recovery are evident at Ashburton Grove as they head to Beijing for a July friendly against Manchester City.
As a franchise, Manchester United have a reported 330 million 'fans' around the world. Failing to make the most of these customers would be criminal. Arranging global tours ensures as many people as possible part with their cash and I for one have no problem with it.
In fact if I had my way, not only would we be in China, South Africa and Norway, we would be in Mexico, Australia and Indonesia.
DHL wouldn't just sponsor our training kit; they'd go the whole way and rename Carrington "The DHL Centre of Excellence".
In fact, put the Burger King logo on the corner flag for all I care.
Build a roof on Old Trafford and sell it to Nike.
For as long as the club play at M16 0RA, Old Trafford (Market research suggests renaming an 'old stadium' is futile) and tickets remain affordable (the recent season ticket price freezes are a terrific step), the brand will never usurp the identity and the winning mentality of the club.
The brand is beautiful, and our brand, once Sir Alex Ferguson departs the stage, is the only thing stopping us becoming the next Liverpool and Manchester City & Chelsea reigning supreme.
Follow Jason Stein on Twitter: www.twitter.com/JasonAStein