Manchester United has signed a new multi-million pound sponsorship deal with Swiss watch manufacturers Hublot.
Hublot, which provided the timing at Euro 2008, has paid a reported £4m for a three-year partnership deal with the Champions League holders.
It joins Saudi Telecom, Budweiser, and Seoul Metropolitan Government as sponsors who have committed themselves to Manchester United this season.
The Swiss firm will now have its brand name around Old Trafford stadium.
United's shirt sponsor AIG has recently been, in effect, nationalised by the US Federal Reserve.
AIG required an $85bn (£52bn) loan last month from the US central bank in order to avoid financial collapse in the face of the global credit crisis.
At the time, United refused to comment on whether AIG's plight endangered any sponsorship money it might be owed by the giant US insurer.
After signing the Hublot deal, Man Utd chief executive David Gill said: "We are delighted to welcome such a prestigious partner as Hublot to the Manchester United family."
Jean-Claude Biver, chief executive of Hublot, said it was "an extraordinary partnership for Hublot".
Hublot was founded in 1980 by Carlo Crocco. As part of the sponsorship deal, the luxury watchmaker is to produce a Red Devil watch, with a 45-minute counter - the time of a half of play in football