In fact, if you are in the media business, and if there is no mention of Arsenal panic for at least five minutes, then it is most certainly time to panic in the office, because the rules of the game ...

And so the Arsenal transfers move along, and we now have three new players. First, Martín Zubimendi the midfielder from Real Sociedad, who allegedly cost £56m.

For it is costing between £11m and £58m to move up one place in the League table, even from a fairly lowly position. But there is something even more frightening and worrying here for clubs, and that ...