Johanna Konta did not take much notice of the bookmakers making her the clear favourite to win Wimbledon after reaching the last 16.

The British No.1 from Eastbourne remarked that favourites change almost daily.

She is right. The market when a club is in the process of appointing a new manager, for example, is particularly volatile.

Multiple investments on a candidate send the odds tumbling, the bookies afraid of an 'inside information' plot.

The contender rules himself out and the next day somebody else is flavour of the moment.

So we should not pay too much attention to bookmakers' odds and their predictive accuracy.

One firm have fired a shot miles wide of the target by making Chris Hughton the early favourite in the Premier League sack race.

Hughton ought to be a rank outsider. I would go as far as to say he is virtually guaranteed to still be Albion's manager this time next year, irrespective of what happens between now and then.

The Argus: Tony Bloom (above) is an ambitious owner-chairman. He wants Albion to eventually establish themselves as a Premier League club, but he is not a fool.

He will appreciate the size of the task confronting Hughton this season. Seventeenth will be a triumph.

According to latest estimates, around £300 million of Bloom's personal fortune has been ploughed into the club.

Much of it has been accumulated via the gambling industry - but the Bloom millions have been acquired shrewdly, not on impulse.

His leadership style is reflected in the way Albion conduct their transfer business, unobtrusive and sensible.

They place their own value on a player and will not be railroaded into paying well over the odds.

Some impatient supporters are fretting about the apparent absence of activity - Pascal Gross and Maty Ryan signed so far - while Huddersfield's approach has been contrastingly frenzied.

Let's not forget, the Yorkshiremen are playing catch-up. They went up through the play-offs, with loan signings making key contributions.

The squad that took Albion up automatically - and should have won the title - is more settled. Their starting point is stronger.

The market will play out as it always does. Albion will eventually make the several signings still required, by the time the window shuts rather than when the season starts.

As Premier League newcomers, they are well down the food chain. They will have to be calm and patient, just like their manager.

Hughton was abandoned with indecent haste by Newcastle after he guided them to promotion. The same will not happen at Albion, even if they are struggling.

Bloom will ignore the toy-throwing, knee-jerkers calling for Hughton's head, as some no doubt will if Albion are bottom after five or six games. He is not the rapid hiring and firing type.

Hughton has vast experience and a huge amount of credit in the bank after overseeing a transformation from relegation material to history-makers.

Albion are going to lose a lot of matches but thumpings are likely to be reasonably rare with his eye for detail and organisational skills.

And if the worst happened and they went straight back down?

Who better to have in charge than a manager promoted automatically twice from the Championship with two clubs and who reached the play-offs with the other (Birmingham)?

The Argus: Do not waste your money on a flutter that the axe will fall quickly on Hughton. Look elsewhere, at Slaven Bilic (above) or Mark Hughes, Marco Silva or Craig Shakespeare, Rafa Benitez or Mauricio Pellegrino, even Arsene Wenger.

They are all far more likely to get the chop.