Say what you like about Ed Woodward, he's great at those off-field deals that have made Manchester United the global brand they are today.
Sure, some fans might argue he should be focused on more important things like transfers and, you know, football. But shouldn't you just do what you're good at?
Fresh from the blue mascot debacle ahead of United's league game against Bournemouth, the tie-in with the new X-Men: Apocalypse film has been taken to the next level.
This new video, featuring what we can only assume will also act as Wayne Rooney's Brit School audition, is curious to say the least.
Featuring the stars of the film, interspersed with highlights from United's season, it ends with Rooney delivering a line so deadpan it makes Steven Wright look like Lee Evans.
https://twitter.com/ManUtd/status/733613698644738048
Still, maybe Woodward has achieved more than we anticipated.
Instead of a dismal league season, with fewer goals scored than the Blackpool team relegated in 2011, we are talking about bizarre mascots and brand partnerships.
We've underestimated you, Ed.
https://twitter.com/Josephwhite_/status/733615020777570304
https://twitter.com/ryandanks9/status/733614621135917056
https://twitter.com/tomCLanderson/status/733614429204537344
