Anybody worried that football isn't selling its soul quickly enough to the world of tangential commercial partnerships, will have been heartened by yesterday's news that Chelsea football club has signed a deal with 20th Century Fox and US cartoon show The Simpsons that involved Chelsea players turning up for a photo shoot with life-sized versions of themselves.
The news was picked up by a number of media outlets, despite being accompanied by a press release that not only shed little light on why this deal has been done, but contained some of the most unconvincing quotes ever attributed to people in a press release:
"[Chelsea player, John] Terry, 33, said: "It's great to see myself and the other players as Simpsons characters."
Did he though? Really?
"The Simpsons was and still is my favourite show — and is now my kids' No 1 too. I can't wait to see what Bart and Homer will look like as Chelsea players."
Can't you John? I imagine they'll look like Bart and Homer but in Chelsea shirts. It's quite easy to picture really when you think about it. Just imagine two of the characters from your all time favourite show, wearing a football shirt you have worn every week for your entire footballing career.
"The club's chief executive Ron Gourlay said: "We are very pleased to announce such an exciting partnership. "The Simpsons is a hugely popular show and I hope Chelsea fans will enjoy seeing its main characters in our colours."
And by "seeing its main characters in our colours" he means, "spending money on overpriced merchandising which features its main characters in our colours".
I'm sure they'll all be super, super excited.