Kilmarnock boss Kenny Shiels spent last Saturday trawling the local boozers, reports the Scottish Sun. His monumental pub crawl took in 33 bars where he was handing out season-ticket forms, attempting to drum up sales for the club.
His passion for the club impressed Alan McLeish, director of local engineering firm QTS, who have agreed a six-figure shirt sponsorship deal at Rugby Park.
Shiels said: "We want to embrace the community and bring the club to them and I hope there's reciprocal positivity.
"There were a lot of people in the pubs who were surprised by my visit. We got a few extra sales from it. People came to me and said they would purchase a season ticket.
"I didn't have a pint in any of the pubs as I was driving. There was mutual respect more than anything.
"People enjoyed the conversation about Kilmarnock and how much they want us to do well.
"We did it all on Saturday. It was either that or go and watch Hibs against Huddersfield!
"I've done it before in Northern Ireland. People have to understand we're trying to provide entertainment for them.
"There is hatred in football which I'm not happy about. But I always think if you love something you strive to get better and the people around you strive to get better. That's a great vehicle to have and we'll continue to do that.
"There's a great feeling of that about this time because people here love Kilmarnock and we have to reciprocate that love."
Shiels has even delivered season tickets to fans in Edinburgh.
He added: "We delivered season tickets to people in Edinburgh for some fans who bought them online. Rather than posting them all out, we delivered some to their houses.
"The reaction was positive. It's not about me, it's about Kilmarnock.
"I made the decision myself to go to the pubs. The club and the hard workers at Rugby Park inspire me.
"The stalwarts of the club give me inspiration and hopefully I can pass that and encourage new supporters."