Manchester United had won. Not a game, let alone a trophy, but they had won the internet. Or the footballing part of it, anyway. They had signed Alexis Sanchez, filmed him pretending to play the piano to a soundtrack of Glory, Glory Man United, and posted it on Twitter and Instagram.
“The announcement posts generated 75 per cent more interactions than the announcement of the sale of the world’s most expensive player, when Neymar moved from Barcelona to Paris Saint-Germain,” reported executive vice-chairman Ed Woodward.