Perhaps a law firm chose the wrong time to display its name on the England cricket captain’s bat.

Cricket is very much about timing, which is a lesson they might want to learn down at Slater & Gordon.

On Thursday morning the firm announced a new sponsorship deal with England cricket captain Alastair Cook (terms undisclosed). Cook’s bat would proudly show the name of Slater & Gordon with the Essex man saying he would ‘look forward to representing the firm both on and off the pitch’.

Obiter, for one, struggles to see the ‘brand synergy’ between an Australian law firm and an England cricket captain, but we digress. 

Sadly, the firm didn’t gain quite the exposure it was looking for: in the test match versus India, Cook was bowled for five runs in just the second over on Thursday afternoon, having survived a mere 13 minutes at the crease.

Now the embattled skipper faces calls for him to be sent back to county cricket and the relatively meagre crowds of Chelmsford’s county ground.

As we say, timing is everything.