IT helps to have friends in high places - and in the sports world they don't come much higher than Sir Alex Ferguson.

After Manchester United boss Sir Alex made a heartfelt plea for axed ITV broadcaster Jim Rosenthal to be given a swift return to our screens, the station has promptly done just that.

For Jim has now agreed a new four-year deal - just weeks after Sir Alex made an impassioned speech on his behalf at a charity dinner at Old Trafford.

At the event, a tribute to Fergie by Manchester's Variety Club, the United manager had urged the 500-guests who included sports stars and VIPs to send letters to ITV campaigning for Jim's swift return.

Sir Alex praised Jim, who compered the charity bash, as one of the best football broadcasters ever.

And he said: "I want you all to write to Jim's bosses to say we want him back.

"He's a truly great commentator, but his bosses say he's too old."

Jim, 60, has worked for ITV for 28 years.

However, he was told earlier this year that his contract would not be renewed - and was last seen on the channel in June.

But he'll be back presenting coverage of the FA Cup draw next month and he will be in charge of all boxing commentary for the channel.

Jim said: "Obviously Sir Alex's support has been absolutely phenomenal.

Recognition

"I think he helps an enormous amount of people but he never seeks the recognition for it.

"When he said those kind words about me at the dinner I was overwhelmed - I'll never forget it.

"Inevitably, things like that do get back to people in the business.

"I have now done a new deal with ITV on a non-exclusive arrangement to do all their boxing.

"I will also be hosting the FA Cup draw for the next four years.

"I'm just delighted to be back working for ITV."

Jim tells me that he was shocked to learn in January that the channel would not be renewing his contract come August.

He said: "It left me in a strange kind of limbo land.

"It's at that time you really find out who your friends are."

And what a friend he has in Sir Alex!