In my twelve years covering Manchester United—from the rain-slicked press boxes of Old Trafford to the frantic, rumor-filled days of transfer deadlines—the landscape of football journalism has shifted beneath our feet. We used to worry about whether a source was reliable or if a manager was bluffing in a press conference. Today, the conversation often shifts to the integrity of the page itself.
If you have been reading the Manchester Evening News or other major outlets lately, you have likely noticed a recurring feature: the inclusion of Sky affiliate links. Whether it is a link to a Sky Sports bundle deal or an offer for a streaming package, these links are becoming as common as the post-match analysis itself. But is it normal? And more importantly, does it impact how we consume news about our club?
The Evolution of the "Affiliate Link" in Sports Media
For years, the separation between "church and state" in journalism was absolute. Advertisements were banners on the side of the page; editorial content was the sanctuary of the writer. However, in an era where digital ad revenue is plummeting, publishers are leaning heavily into affiliate marketing.
When you see a link that redirects you to a provider, the outlet earns a commission if you sign up. Transparency is the key here. According to industry standards—and often mandated by regulatory bodies—outlets are required to provide an MEN affiliates disclosure (or similar) to ensure the reader knows that a purchase helps fund the reporting. While some fans find it jarring to see a subscription link tucked into an article about a tactical breakdown, it has become the lifeblood of modern football reporting.
The Comparison: Journalism vs. Gaming
Interestingly, this trend isn't confined to sports news. You see similar models across other entertainment sectors. For instance, platforms like Mr Q (mrq.com) often utilize partner marketing strategies to acquire users, much in the same way media outlets use affiliate links to sustain their editorial teams. The fundamental question is: does the link distract from the https://www.manchestereveningnews.co.uk/sport/football/football-news/man-utd-mctominay-transfer-liverpool-33303680 story? If you are reading about a high-stakes transfer, does a link to a TV deal compromise the narrative? Usually, no—but it highlights the commercial reality of the game we love.
The Transfer Taboo: United vs. Liverpool
The rivalry between Manchester United and Liverpool is the heartbeat of English football. It is a rivalry that defines transfer windows. Moving a player between these two clubs is, historically, almost impossible—a taboo that even the most aggressive agents rarely challenge. Yet, we see the ripple effects of this rivalry every time a player moves elsewhere.
Consider the recent departure of Scott McTominay. When the academy graduate left Old Trafford, the reaction was polarized. It wasn’t a move to a rival, but it felt like a betrayal of the club’s identity. The narrative surrounding his exit was fraught with emotion, and it serves as a perfect case study for how we analyze player value in the modern market.
Sheringham’s Exclusive Stance: The McTominay Exit
I caught up with Teddy Sheringham recently to discuss the state of the squad. Teddy, a man who knows exactly what it takes to thrive at Old Trafford, was characteristically blunt about the departure of McTominay. In our exclusive exchange, Sheringham argued that United lost more than just a midfielder; they lost a heartbeat.
"You can’t just replace that level of understanding of what the badge means," Sheringham told me. "Selling him for that £25million transfer fee to Napoli might look fine on a balance sheet in the boardroom, but on the pitch? That’s where the regret sets in."
The Financial Breakdown
The £25m fee sparked an immediate debate among the fanbase. Was it "pure profit" for the PSR (Profit and Sustainability Rules) spreadsheets, or was it a lack of ambition? Here is how the valuation sits in the context of recent United departures:
Player Destination Transfer Fee (Approx) Scott McTominay Napoli £25 Million Fred Fenerbahce £13 Million Anthony Elanga Nottingham Forest £15 MillionMcTominay’s Napoli Transformation
Since his move to Italy in 2024, McTominay has undergone a fascinating transformation. Freed from the chaotic tactical identity of United under recent regimes, he has flourished in Antonio Conte’s system at Napoli. He is playing further forward, influencing games in the final third, and proving that the transfer regret narrative growing among United fans is not without merit.
Watching McTominay dominate in Serie A, one has to wonder if the club prioritized the "affiliate-style" quick fix—selling homegrown talent to balance books—over the long-term project of building a team that can compete with the likes of Liverpool and Manchester City.
Is Transparency the Key to Trust?
Back to our original question: is it normal to see affiliate links? Yes. It is the new normal. Whether you are reading a transfer rumor, a tactical analysis, or an exclusive interview with a legend like Sheringham, the affiliate link is there to keep the lights on.
However, as readers, we must demand consistency. Whether it's an MEN affiliates disclosure or a disclaimer on a blog post, the presence of these links should never dictate the editorial stance. If a reporter tells you a player is worth keeping, they should hold that view regardless of whether they have a link to a streaming service at the bottom of the page.
Key Takeaways for the Modern Football Fan
Distinguish between editorial and commercial: Recognize that affiliate links are a business necessity, not a reflection of a reporter's opinion. Follow the experts: Listen to voices like Teddy Sheringham who have lived the intensity of the United-Liverpool rivalry; they provide the context that data tables sometimes miss. Question the "Pure Profit" narrative: A £25m fee might help the club pass a PSR audit, but it shouldn't be confused with a successful footballing decision.Ultimately, the marriage of high-level football journalism and commercial affiliate links is a reality we have to live with. As long as the integrity of the reporting remains, and the authors are transparent about their commercial partners, the "Manchester United beat" will continue to thrive—even if the occasional link makes us all pause for a second.
What do you think? Has the influx of affiliate links changed the way you view your favorite football news sites? Let us know in the comments below.