Sir Alex Ferguson has no problem handling the burden of expectation that comes with Manchester United's ever-growing list of sponsors.
Since they adopted a new "territory-based" marketing plan, United's group of partners has expanded rapidly.
Commercial revenues contributed £81.4million to United's overall turnover of £286million in the annual results that were published in October. And there is no sign of that growth slowing.
The latest seven-figure deal was unveiled at Old Trafford - a four-year partnership with leading global telecommunications company Bharti airtel covering 11 countries within Africa - which further increases the demand for continued success.
As he stands on the brink of eclipsing Sir Matt Busby as the longest serving manager in United history, Ferguson could be forgiven for thinking it is all too much for a man who will celebrate his 69th birthday on New Year's Eve.
Instead, he relishes the challenge.
"I never even think about not being successful. It never crosses my mind," he said. "I am always positive about the future of this club. It has been that way for a long time."