"We are implementing a strategy to win and we will foster a culture of excellence through a world class football environment," boasted Richard Arnold, Manchester United's new CEO, when the club announced their financial results earlier this month. It was the latest edition of what's long become a familiar theme during conference calls with their investors. Best in class, world beating, excellence, record-breaking... but for a decade now, it's rung hollow.
When United kick off against Atletico Madrid at Old Trafford on Tuesday night, they will attempt to reach the quarterfinals of the Champions League -- the world's top club competition -- for just the third time since 2011.