Even when they are deliberately downplayed, expectations at Manchester United can't help but creep back up again.
No lofty targets were set upon Erik ten Hag when he took the reigns of the lame horse back in the summer. It was widely accepted that he had inherited a mess of a squad, low on morale and identity, and that he would need time to muck out the stable. To expect United to be immediately rid of their problems or to even have a sniff at the title would be folly. A return to the top four was the highest many dared to dream.
It initially looked like Ten Hag had an even tougher job than everyone thought when his new side threw away all progress made in pre-season and conspired to lose to Brighton on the opening day and were destroyed by Brentford afterwards. The Dutchman already cut a forlorn figure on the sidelines in record time and looked as though he may not even be long for the club.
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Those suitably low expectations sunk further in the aftermath but, instead of letting the early setbacks drag them down, United responded rather well. They have played 10 Premier League games since, winning seven, drawing two and their only defeat - as humiliating as it was - came to the Erling Haaland-led Manchester City.
United have been exciting in patches, breathtaking in fact in their relentlessness against Tottenham and for the first-half against Chelsea, but mostly it has been their new-found solidity and ruggedness - derby defeat aside - that has been most impressive. They haven't conceded a goal from open play in their last six matches
Ten Hag is really developing a cohesive unit in which every player knows their role and plays it for the betterment of the team, rather than the rabble of individuals doing whatever they fancied which cost United so dearly last season. They're fifth in the table with a game in hand on the two teams above them and, naturally, expectations are slowly rising.
While beforehand reaching the Champions League would have been a great achievement, it's increasingly felt that failing to do so would be seen as a massive failure instead. It should be the bare minimum for a club that has spent the sums United have to be in the top four, of course, but that does ignore the building process the manager has undertaken.
United can get top four this season but it is going to be difficult. With frontrunners Arsenal and City's two spots looking accounted for - though the Gunners could always fall away again - it leaves just two to fight for. They're currently occupied by Antonio Conte's Tottenham and the ludicrously wealthy Newcastle who are already well ahead of expectations following their takeover. Then there's United, Chelsea and Liverpool who could still get their acts together. That's a lot of competition for such few places.
Which teams claim them may well hinge on which ones strengthen smartly in the January transfer window, especially in a unique season in which current squads could be left fatigued and depleted following the World Cup. Yet, it's understood that United are not actively pursuing any incomings this winter.
While it's generally a smart rule not to buy in January as prices are inflated, good deals and important additions can still be made. Just look at United's signing of Bruno Fernandes in 2020, whose instant impact ensured United's strong finish and Champions League place. Fernandes' arrival added much-needed spark and impetus to a midfield that was devoid of inspiration and that sort of impact midway through a season shouldn't be overlooked completely.
Especially when United are so low on striking options. The perennially-injured Anthony Martial, the controversial and ill-suited Cristiano Ronaldo and the bright Marcus Rashford are all the central forwards Ten Hag has at his disposal. Should either Rashford or Ronaldo join Martial on the sidelines for a significant amount of time then the wheels really could come off.
That's because there aren't an awful lot of goals in the side at present. The rejuvenated Rashford has the most with seven, but no one else has more than three. Bruno Fernandes has just two. Anthony Elanga hasn't scored since February. The goals United have scored in all competitions is equal to the 25 that Haaland has scored on his own.
Reinforcements in attacking areas are without question needed to add depth to a lagging arsenal and hopefully bring more cutting-edge in the penalty box. A goal-scorer has been identified as the priority for next year but that's currently planned for the summer.
If United want to capitalise on Ten Hag's early progress and ensure their return to the Champions League, then that should be brought forward to January. Otherwise, those expectations should remain low.
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