We've already seen Aston Villa adopt a Whatsapp theme, Antonio Rudiger pop up in Chelsea's club shop and Stuart Taylor receive the Hollywood blockbuster treatment, so where will the summer of the massively elaborate player unveiling lead us next?
Well, Sevilla have submitted their entry to the pantheon and it's certainly a top-tier effort from all concerned.
The Spanish club have staged a fake kidnapping in order to manhandle one of their former stars back to the Ramon Sanchez Pizjuan.
Jesus Navas re-signed for his boyhood club on a free transfer on Tuesday after spending the last four years at Man City -- and got bundled into a car boot with a sack over his head for his troubles.
How's that for gratitude?