THERE may indeed be people in football who have never heard of Alastair Wilson . . . it is just that they could be hard to find. Mention the name to, say, Kevin Keegan or Walter Smith, Jack Charlton or Kenny Dalglish, Graeme Souness or Alan Shearer, Ally McCoist or Billy McNeill, David Murray or Sir John Hall, and the recognition will be instant. And there will almost certainly be an amusing anecdote to follow - this is a man with a multitude of friends.

What he could definitely tell you about them would be the names of most of their immediate families. Alastair has that gift, which is in fact a talent which must be constantly worked upon, of never forgetting anybody.

It has stood him in good stead during his 31 years with Scottish and Newcastle during which he has been deeply involved in the sponsorship of the national game, with occasional diversions in to rugby union, cricket and rugby league. His recent executive post has been managing director of Newcastle Breweries, from where a long clearance from his office would land in the middle of St James' Park.

The brewing company and Newcastle United have long been playing partners with Alastair Wilson deeply involved. Next month, however, at the age of 57, he will become the football club's latest signing. He is taking early retirement from S & N to join the United board as the director responsible for communications and external relations.

Why, I posed, given Newcastle's somewhat roller-coaster run this season - reaching the FA Cup final, threatened with relegation at one time, two directors forced to resign, star striker summoned to appear before the FA, fans not always thrilled by the tactics of the manager - would anyone of sane mind want to move from a secure job into the centre of this bubbling cauldron? ''It is the right time,'' he insists.

''I have had a marvellous career with the company but I think the job I was brought here to do is done. This is an opportunity to go out at the top and to focus on something new.

''My role with United will be to reach out and become more involved with the community at large. You see, I believe that the speed of change in football, particularly in relation to how you deal with the customers, the fans, has been considerable.

''Once, they were taken for granted, provided with basic facilities and were expected to be grateful. But there are lots of other ways people can spend their money these days and if you want loyal support you have to treat them with respect.

''The club have the difficult task of deciding just who qualifies to receive the 25,500 tickets for Saturday's final and we have been forced to lay down a fair but strict criteria.''

Alastair, a Stirling boy whose mother knitted him mitts in the red and white colours of the Albion, was first posted to Newcastle in 1982. Arthur Cox was the United manager and he made headlines by bringing Kevin Keegan to the club as a player.

''I first met Kevin in London and quickly realised he was different to most players,'' Wilson recalls. ''It was he who told me we had to market the game in the pubs and clubs and offered to come with me to do it.

''So for the next two years, for about three nights a week, I went out with the then England captain who stayed until the last autograph was signed and listened to the views of the fans. There was a bond built up between us and we stayed in touch after he stopped playing in 1984.''

Alastair came back to Scotland and was pitched into the next major sponsorship between McEwans and Rangers, which continues to this day. During his involvement, the Ibrox club won five league titles and had their most successful run in the Champions' Cup.

I made many trips as Alastair's guest in these exciting days; at the airport at Belgrade one night he innocently enquired of Graeme Souness, whom most people were avoiding: ''How's it going?'' As Rangers had just lost to Red Star, Souness, who smiles now at the memory, had to be scraped off the ceiling after the question.

One of our joint-favourite moments was when we were asked to escort the Rangers' directors' wives to their seats for a tie in Poland. A huge soldier informed us that we were at the wrong gate and would have to enter from the other end of the ground.

This was too much for Mrs Nan Gillespie, the wife of the then vice-chairman, who stood to her full 4ft 11in height, swept aside the man's machine gun and marched in declaring: ''We are the Rangers'', with Alastair and me trying to hide behind her.

One Sunday morning in February 1992, Alastair was at home in Muckart when he received a call from Sir John Hall, who had just taken control at Newcastle United. Could he persuade his pal Keegan to become manager? Yes, he could and another fantastic five years began.

''Kevin was just adored in Newcastle. He took the team into the premier league and made them play in a style that was the most exciting in the country.

''It was a magical period and I was so glad to be part of it. Yes, I was disappointed when he left but the fact that United had not won anything was eating him up. As his friend I was pleased to see him take the break.

''Keegan was an enormously difficult act to follow and it has not been easy for Kenny Dalglish.

''Kenny knows he is not the best at public relations but he is an honest and proud man with whom I can work and I believe the club has now turned the corner.''

Part of Alastair Wilson's new role will be to sell the Newcastle gospel north of the Border. If the club receive permission to increase the capacity of St James' from 36,000 to 57,000 they will be out to win new customers in this part of the world.

''It is only two and a half hours from Glasgow and an hour less from Edinburgh, so we would hope to offer an attractive package which would include hospitality. I think many Scots would like to see us play the likes of Manchester United or Tottenham.'' His wife, Sandra, and fellow-Scot Freddy Fletcher, the United chief executive, will be among the persuaders.

You are not telling me, I bated him, that you have any chance of beating Arsenal at Wembley on Saturday? ''Listen,'' he replied, ''I was there when Wimbledon beat Liverpool in 1988 and second division Sunderland defeated Leeds in 1973. This could be our day.''

He paused. ''I suppose you want to come?'' It would have been churlish to refuse.