Before the latest Cristiano Ronaldo transfer plea emerged last weekend, the conversation around Manchester United in this window focused primarily on their incoming business and the club's transfer policy.
A year ago, under Ole Gunnar Solskjaer, United looked to be building a young, exciting team, only to be distracted by the pull of nostalgia and Ronaldo.
The end result was United's worst ever Premier League points return, with Solskjaer lasting only until November and a number of the side's promising talents – including big-money buy Jadon Sancho – enduring difficult campaigns. All the while, Ronaldo tallied more than 20 club goals for a 16th consecutive season.
Rushed through amid rival interest from neighbours Manchester City, Ronaldo's clearly was not a considered transfer, and less than 12 months on it could not be deemed a success, despite the individual displays that have reportedly attracted the attention of Chelsea among others.
There appears to have been a great deal more thought put into United's movement this year – not that their new approach has escaped criticism.
Ten Hag's total control
There is a clear theme running through United's reported shopping list in their first transfer window under ex-Ajax coach Erik ten Hag:
Ajax defender Jurrien Timber, Ajax defender Lisandro Martinez, Feyenoord defender Tyrell Malacia, who was of interest to Ten Hag at Ajax, former Ajax midfielder Frenkie de Jong, former Ajax midfielder Christian Eriksen, who trained with Ajax again last season, and Ajax winger Antony.
It is only natural to wonder how many of these players would have been targeted had Solskjaer still been in charge, or Ralf Rangnick, or even, say, Mauricio Pochettino.
United, it seems, have granted Ten Hag – one of the few remaining managers in a world of head coaches – complete control.
Of course, this is nothing new at Old Trafford, where David Moyes was allowed to bring along Marouane Fellaini from Everton, Louis van Gaal to recruit Netherlands pair Daley Blind and Memphis Depay, and Jose Mourinho to reunite with Chelsea's Nemanja Matic – who has now joined him again at Roma.
In each case, the absence of a sporting director and an overarching plan was scrutinised.
Now, even with John Murtough in as football director and Darren Fletcher as technical director, United have again changed strategy entirely to suit the wants of the first-team manager – still the most important figure at the club.
This latest development has unsurprisingly been highlighted by United's detractors, but is it really such an issue in this case?
Ajax a class above United
There are worse clubs to be pinching a team's worth of players from than Ajax, renowned for developing world-class talents across several generations.
As recently as three years ago, Ten Hag's Ajax faced Eriksen's Tottenham – also featuring Toby Alderweireld, Jan Vertonghen and Davinson Sanchez – in the Champions League semi-finals; United last reached the final four of Europe's elite club competition in 2011.
Ajax have been operating without the benefits of United's Premier League broadcasting contracts and, in 2022, have far more modest ambitions, yet they far outperformed the Red Devils in the Champions League across Ten Hag's tenure.
The Eredivisie side won 53.1 per cent of their 32 Champions League matches under their now former coach, with United winning just 38.5 per cent of their own 26 games over the same period. Ajax also scored more goals in the competition (2.0 per game versus 1.5) and conceded fewer (1.1 versus 1.3).
These Ajax players have set a far higher standard than that seen from recent United teams, so why would the club deny Ten Hag the opportunity to attempt to recreate that success at Old Trafford?
And whether by relying heavily on ex-Ajax men or otherwise, United's squad needed to undergo serious surgery to fit with Ten Hag's ideals – the ideals that attracted the 20-time English champions to him in the first place.
No room for Ronaldo?
If Ten Hag can effectively communicate his methods to players old and new, expect United to look very different this season – both with and without the ball.
Only Bayern Munich and Liverpool averaged a greater share of possession than Ajax (61.6 per cent) in the Champions League last season, with United (53.8) back in 10th in this regard.
Martinez (80.3 passes per 90) and Timber (74.7) were Ajax's most prolific passers, helping Ten Hag's men to build from the back. While United's passing leaders were also centre-backs – Raphael Varane (57.9), Victor Lindelof (54.7) and Harry Maguire (51.7) – they trailed a long way behind.
Crucially, Timber (93.3 per cent) and Martinez (91.9) were also the top performing Ajax or United players in terms of passing accuracy. Red Devils captain Maguire's far inferior 87.5 per cent accuracy perhaps shows why Ten Hag has been so keen to recruit one of his former ball-playing defenders.
But Ajax do not dominate just because of how careful they are in possession; they are also hugely proactive off the ball.
Ajax employed the most aggressive press in terms of opposition passes allowed per defensive action (PPDA) in three of Ten Hag's four Champions League campaigns, ranking second behind Bayern Munich in 2020-21.
Indeed, Ten Hag's last season was Ajax's most effective in this regard. They allowed just 7.4 PPDA – Bayern (8.8) were next, with United (12.1) 15th – and started their possessions 48.7 metres upfield on average, 2.0m more advanced than second-placed Chelsea (United were 12th – 43.0m).
Ten Hag clearly feels he needs more energy in midfield (De Jong) and attack (Antony), which makes reports United still want to keep Ronaldo a little odd. He averaged 16.8 pressures per 90 across the 2021-22 Premier League season, by far the fewest of any United attacker – Edinson Cavani, for example, averaged 35.8.
Letting Ronaldo leave might mean acknowledging an almighty error, but it would also represent a huge show of faith in a coach for whose system the five-time Ballon d'Or winner evidently appears unsuited.
And such trust in Ten Hag would certainly seem to fall in line with the rest of United's activity in this window.
Man Utd matchwinner Fernandes: Criticism part of the job
Bruno Fernandes said Manchester United's players cannot afford to get annoyed by outside criticism, after he scored twice to fire the Red Devils to a much-needed win over Sheffield United.
Erik ten Hag's team were roundly criticised for their performance in Sunday's FA Cup semi-final against Coventry City, as they surrendered a 3-0 lead to draw 3-3 before inching through in a penalty shoot-out.
They had also gone four Premier League games without a win (three draws, one defeat) prior to Wednesday's meeting with the rock-bottom Blades, with their hopes of Champions League football all-but over.
They twice trailed as Sheffield United threatened a huge upset, but Fernandes scored twice and supplied an assist as they fought back to claim a 4-2 win.
Asked whether the noise around Sunday's semi-final win had affected the mood at Old Trafford, Fernandes told Sky Sports: "That's part of the job.
"You can be in a run of games where you win eight or nine in a row, and when you lose one you know you'll be criticised.
"Being at Manchester United demands winning every game, so it's part of the job. If there is anyone in the dressing room still not used to that, they will get used to it!
"Being a Manchester United player demands being ready to receive as much criticism as praise. We receive praise when we do good things so we can't be annoyed by the criticism.
"When people want to do that, they might have a point. We can think in a different way, but we have to take it in the same way as we take the credit they give us."
Ten Hag's team did look disjointed for long periods on Wednesday, though, and they have now conceded 50 Premier League goals this season.
The Red Devils have now shipped a half-century of goals in two of their last three Premier League campaigns, having done so just once in their previous 29.
Ten Hag, though, was content with most aspects of their performance, saying: "It was a good game for the crowd, they saw four goals and many chances that we created.
"I think we played quite well, we created many more chances, so there's many positives. But also negatives. Conceding two goals from giveaways, that's unacceptable.
"We want to play dynamic, attacking football. That is what we want to see. Since the winter we have created lots of chances and also scored a lot of those chances."
Premier League record falls as 2023-24 becomes most goal-laden 20-team season
The current Premier League season has become the most goal-laden 20-team campaign in the competition's history, with Harry Maguire the unlikely man to seal 2023-24's place in history.
Maguire scored Manchester United's first equaliser as they twice fought from behind to clinch a 4-2 win over Sheffield United on Wednesday, with Bruno Fernandes netting twice in the second half.
The centre-back's 42nd-minute header was a significant moment, representing the 1,085th goal scored in the Premier League this term.
That is the most ever scored in a season containing 20 teams, since 1995-96.
The 2022-23 season saw 1,084 goals scored, a tally that was reached on the final day to surpass the previous 20-team record of 1,072, set in 2018-19.
It was somewhat fitting for the record-breaking goal to be conceded by Sheffield United, who have certainly played their part in making 2023-24 the most goal-laden season to date.
The Blades have now shipped 92 goals this term, the most ever conceded in a 38-game Premier League campaign.
With four games to come, including a rematch with a Newcastle United team that thrashed them 8-0 earlier this campaign, the prospect of Chris Wilder's men bringing up triple figures is a realistic one.
Manchester United 4-2 Sheffield United: Fernandes double helps Red Devils to comeback win
Bruno Fernandes produced a decisive double as Manchester United twice came from behind for a 4-2 win over Sheffield United at Old Trafford, easing the pressure on under-fire boss Erik ten Hag.
Ten Hag received fierce criticism after his team surrendered a 3-0 lead in Sunday's FA Cup semi-final against Coventry City, who they beat on penalties after a 3-3 draw.
His team trailed twice on Wednesday, with Jayden Bogle punishing Andre Onana's error to score and Ben Brereton Diaz prodding home the Blades' second, either side of Harry Maguire equalising.
However, Fernandes equalised from the spot in the second half before teeing up Rasmus Hojliund's late finish after another great strike from the Red Devils captain sent his side 3-2 up.
The win takes Ten Hag's side above Newcastle United and into the top six with 53 points, while bottom club Sheffield United stay 10 points adrift of safety.
Just 28 seconds had been played when Diogo Dalot worked Wes Foderingham from range, but if the hosts thought that effort would precipitate an assault on the Blades' goal, they were mistaken.
Alejandro Garnacho was denied by Foderingham after a mazy run, but the Red Devils were largely uninspired as the visitors sat back.
They gifted Sheffield United the lead after 35 minutes as Onana passed straight to Bogle, who side-footed home at the near post.
That sparked Ten Hag's team into life, though, and they were level within seven minutes as Maguire glanced Garnacho's cross home.
Foderingham denied Garnacho with a fine stop on the stroke of half-time, and Sheffield United made that reprieve count within five minutes of the restart, Brereton Diaz pouncing to prod Ben Osborn's cross home.
Yet Chris Wilder's visitors again failed to hold on as Auston Trusty wrestled Maguire to the ground from a corner, allowing Fernandes to blast into the top-left corner from the spot.
Fernandes then blasted home from 25 yards out to send Ten Hag's hosts ahead for the first time, and the midfielder was not done there, teeing up Hojlund to make the points safe with a pinpoint cross from the right.
Fernandes rescues Red Devils
Ahead of Wednesday's game, Manchester United had only won one of their last seven Premier League matches (three draws, three defeats), going winless through the last four of those (three draws, one defeat) – their worst such streak since 2019.
They twice looked on course for a humiliating defeat, but Fernandes led from the front to down the Blades and boost his team's hopes of salvaging Europa League qualification.
He has now scored seven goals in his last six Premier League appearances, netting on each of his last four outings. This is just the second time he has enjoyed a four-match scoring streak with the Red Devils in the competition, having done so under Ole Gunnar Solskjaer in February 2021.
Blades on the brink
While Sheffield United can take heart from their performance at Old Trafford, the result does nothing for their slim hopes of remaining among England's elite.
Wilder's men are 10 points from safety with just 12 to play for this season and will be relegated to the Championship if they lose to Newcastle United on Saturday.
The Blades could even see their fate confirmed this weekend with a victory, depending on Nottingham Forest's result against Manchester City on Sunday.
They have now conceded 92 goals in 34 Premier League matches this term, the most ever conceded in a 38-game season in the competition.
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