It's the business end of the season.
Promotion races are into their final throes, relegation battles are being fought and cup runs are getting serious as we enter the second half of April.
And there's also plenty of off-pitch activities which signify the fact that the campaign is almost over, be it either the ramping up of the transfer rumour mill or the reveal of next season's kits.
Liverpool have got on the new short bandwagon early, as they followed up their passage in to the Champions League semi-finals on Wednesday evening by revealing their home shirt for the 2019-20 season first thing on Thursday.
Among the players showing off the red shirt which features some subtle pinstripes were plenty of the club's big names. Mo Salah was front and central, Virgil van Dijk was there, so was Roberto Firmino and club captain Jordan Henderson.
But for Leeds United fans there was one notable omission.
Former Whites midfielder James Milner was absent and the man himself took to Twitter to comment on the fact in his usual amusing style.
When you see your mates are out, but no-one gave you a call #YeahImThatGuy https://t.co/iq4tvJ5RjY
— James Milner (@JamesMilner) April 18, 2019
"When you see your mates are out, but no-one gave you a call," he posted along with a sad face emoji.
This obviously piqued the attention of Leeds United fans, who flocked to Twitter to suggest that he has been snubbed by the Liverpool marketing team ahead of a dramatic homecoming this summer.
There has been confusion over when Milner's contract in recent weeks, with the assumed expiration date of this summer being downplayed by our colleagues at the Liverpool Echo , who report that his deal will run until 2020.
But that won't stop the Leeds faithful using any excuse they can get to urge Leeds-born Milner to return to where it all began...
