Manchester United have decided not to sign Radmael Falcao on a permanent deal when his season-long loan from Monaco concludes in May, with the decision made some weeks ago.
Falcao has failed to match the expectation that comes with a whopping £285,000-a-week contract at Old Trafford, scoring just four times in 16 appearances as injury problems have continued to be commonplace.
Daily Mail sport columnist Martin Samuel believes that United have new priorities in the transfer market that don't include taking an expensive gamble on Falcao, hoping to use the new Premier League's new £5bn tv deal to take on Real Madrid and potentially sign Gareth Bale in a best-case scenario.
New battle lines drawn
There's no question that a record-breaking broadcast contract that values every single live Premier League game at more than £10m is a game-changer, one that United hope will finally turn the balance of power in their favour in a battle with Real Madrid that dates back more than a decade.
Madrid have consistently raided United for top players in their prime during that time, with David Beckham, Ruud van Nistelrooy and most crushingly Cristiano Ronaldo swapping Manchester for the Spanish capital long before their considerable powers had started to wane.
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United hope the pendulum is shifting
United firmly believe that with Premier League cash and a £750m kit deal with Adidas secure they can no longer be held to ransom by Madrid, hoping to turn the tables and instead look to the Bernabeu for world-class players when they become available.
Principally the shift in approach should allow them to tie down star man David de Gea to a lucrative new contract, one that exceeds whatever Madrid can offer purely in financial terms.
More excitingly Red Devils chiefs believe that they have the means to make Bale a Premier League player once again, particularly if his relationship with Madrid fans becomes more fractured over the next few months.
Bale has been booed by a sizeable section of the Bernabeu crowd on more than one occasion already this season, even with Madrid top of La Liga.
Bale could leave but United will have to play the long game
Ultimately Madrid have proved over the last two years that even players loved by Los Blancos fans will be sold at the right price, so there's no reason to think Bale will be any different to Angel di Maria, Mesut Ozil or Xabi Alonso if the price is right.
If United are really serious about signing Bale they'll have to bide their time though, because it would take an enormous transfer fee and a massive change in the Welshman's mindset to turn this sensational transfer gossip into anything more than a rumour.
Bale has been at pains to insist he's happy in Madrid and it's hard to envisage him leaving Madrid after just two years, particularly when he's scored 14 goals this season and has the complete trust of a manager in Carlo Ancelotti who picks him every single week.
Long-term though you have to feel Bale will crave a return to the Premier League at some point, with United the only club with the financial resources to make that happen in all honesty.
United will have to play the long game and wait for the right moment if Bale truly is their top target, but the new Premier League deal can only strengthen their chances of breaking the British transfer record sooner rather than later.
What do you think United fans, is there any chance Bale can be brought to Old Trafford this summer? Should United give Falcao another chance? Have your say on both issues in the comment box below.
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