Jose Mourinho took time out of his schedule to attend the launch of EA Sports’ latest offering in its FIFA series.
You might presume that the new Manchester United boss is either locked away in an Old Trafford office with executive vice-chairman Ed Woodward, discussing potential transfer dealings, or scouting players at the European Championships in France.
Turns out Mourinho has the time to promote video games, too.
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He was brought out on stage at E3, the annual trade fair, as EA unveiled its latest in the hugely successful video game series.
Mourinho is one of four Premier League managers who will feature in FIFA 17 - the others are Jurgen Klopp, Arsene Wenger and Pep Guardiola - and it represents a real coup for EA to bag arguably the most polarising manager in football.
He followed the script to perfection as the EA presenter, Peter Moore, named Klopp, Wenger and Guardiola as “three of the most legendary managers” in football.
While Moore, who declares himself a Liverpool fan, gushes about the trio, Mourinho casually strolls onto the stage, to the audience’s delight.
“Did I say three? I’m not quite sure,” Moore quickly says.
Mourinho is planning United's rebuild
Of course, the pair were simply acting. However, Mourinho plays his trademark passive-aggressive role to perfection.
Away from the gaming world, the Portuguese has been planning an overhaul of United’s squad as he continues his preparations for his debut campaign at Old Trafford.
Mourinho has already signed Eric Bailly from Villarreal and could add Zlatan Ibrahimovic after Euro 2016.
Paul Pogba, Marco Verratti, Nemanja Matic and N’Golo Kante have also been mentioned as potential targets.
So the United team that laboured to a fifth-place finish this season could look entirely different - and much more imposing - in August.
Ibrahimovic is close
Despite the emergence of Marcus Rashford last season, United fans remain desperate for Mourinho to complete Ibrahimovic’s signing.
The Swede’s contract with Paris Saint-Germain expires on June 30 and it seems for all the world that he will be reunited with Mourinho, his manager at Inter Milan.
Ibrahimovic has been pushed to provide an answer on his future but hasn’t let anything slip.
“For me, with Manchester [United], there is nothing to say,” he recently said, per the Manchester Evening News. “I feel happy for the moment.
“What the future will be, you will know soon. But I enjoy football. Wherever I go I will be the same person and I will enjoy.”
Ibrahimovic, who scored 52 goals this season as Laurent Blanc’s side won a domestic treble, is away with Sweden at Euro 2016.
No doubt United fans will be watching his every move, desperate to see flashes of what might be to come.