Swansea council have attempted to bring more holidaymakers into the city by using 'Fergie time' in their posters advertising Swansea City's Premier League opener against Manchester United.
The council have opted to play on the term 'Fergie time', which refers to former United boss Sir Alex Ferguson's ability to squeeze more additional minutes out of match officials towards the end of a game.
The posters display a plan of the clash at the Liberty Stadium on one half, and an image appearing to show Ferguson relaxing on Gower beach on the other, encouraging visiting football fans to extend their stay in Swansea.
"There's going to be enormous interest in this match," Cabinet member for regeneration Nick Bradley told the South Wales Evening Post.
"Not only are the Swans due to host one of the world's biggest clubs in their Premier League opener, but it's also David Moyes's first league match in charge of Manchester United. This means the eyes of the world are going to be on Swansea Bay once again."
The league encounter gets underway on Saturday evening.