James Ashton: Extra time for Manchester United with latest sponsor

Outlook I suppose the whole point of companies you have never heard of taking out multi-million-pound sponsorships is to raise their profile. So Bulova, which traces its history back to 1875, must hope that becoming Manchester United's official timekeeper will help it shift a few more luxury watches.

With the new Premiership season almost upon us, it is customary for football clubs to unveil new signings. It is a surprise that the Red Devils have room for another corporate striker in a kitroom already jam-packed with money-spinning relationships.

What a shame that Sir Alex Ferguson has retired as Manchester United manager. Presumably he would have insisted that all the Bulovas at Old Trafford were wound back four minutes on match day.