On The Ball

Bale signing underlines Tottenham's transformation

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.

Please or to continue reading the full article.

Get unlimited access to all stories at $0.99/month

  • Latest headlines and exclusive stories
  • In-depth analyses and award-winning multimedia content
  • Get access to all with our no-contract promotional package at only $0.99/month for the first 3 months*

*Terms and conditions apply.

A version of this article appeared in the print edition of The Sunday Times on September 27, 2020, with the headline 'Bale signing underlines Tottenham's transformation'. Print Edition | Subscribe