The transfer window is in it’s final stages, but Manchester United’s leadership has other priorities at present.

The search to tie down a new shirt sponsor is reportedly a concern. The Times reported last October that United are looking to tie down a new deal, with Chevrolet unlikely to renew the current deal which ends in 2021.

United reportedly have representatives at the World Economic Forum in Switzerland, trying to network and find a new sponsor.

Co-owner Avram Glazer is leading a United delegation in Davos, The Telegraph report.

The report states: “A nine-strong group of United executives, led by co-chairman Avram Glazer and group managing director, Richard Arnold, attended the World Economic Forum.

“For a club looking for a new shirt sponsor, with their existing £357m deal with Chevrolet due to end in 2021 and no guarantees the US car giant will renew, Davos represents a target rich environment for big money commercial signings.”

The report did not state if Ed Woodward was amid the party, but if he was, this would explain why he was not in attendance at Old Trafford on Wednesday night.

(Photo by Simon Stacpoole/Offside/Getty Images)

Important, but bad optics

One of the concerns regarding United’s unimpressive transfer activity is that there is not enough money to spend.

So getting a big commercial sponsor is key for United’s future. The pressure is on Woodward and co to land an even bigger deal than the Chevrolet one.

But it is with some interest that while United’s delegation was in Davos, the team was crashing and burning at Old Trafford.

This also highlights the board’s priorities. The transfer window is open and Ole Gunnar Solskjaer’s team desperately needs help.

United’s bigwigs are off at a jaunt instead, networking and trying to raise the club’s profile, instead of spending every waking minute attempting to secure the signings which are needed.

Perhaps if United sent a nine-strong delegation out to Portugal to thrash out the Bruno Fernandes deal, it would actually get done.