COMMENT: So there we were on Thursday. All of us. Waiting. Waiting on Lionel Messi to break his silence. To assure the world contract talks with Barcelona were on track.
But adidas weren't playing ball. Before Messi was brought out on stage. The seated press pack and those - ahem - listening in from around the world, were politely requested NOT to ask the Argentine about the rumours. The reports of a €250 million Manchester City offer. Of Manchester United working on a €150 million Bosman deal. Or even Jose Mourinho, the previous day, insisting "Messi belongs to Barcelona". It was all off the table. Everything.
And that ... let's say interestingly ... included no word from adidas on their involvement in the United plan. It would've been so easy for Messi to answer a few queries about the claims. Y'know, about adidas and United working together to bring him to England on a free. The perfect opportunity, with the walls plastered with adidas logos, to put it all to bed. But the world was left hanging...
in case you're catching up, a quick recap. It broke in Spain this week that there's been zero movement on Messi's contract renewal - his eighth as a Barca player. No calls. No dates set for negotiation. Nowt. In the New Year, Messi will be entering the final 18 months of his current agreement. Yet, there's been nothing from Barca's end about discussing fresh terms.
That's not to say Barca want to lose their talisman. Of course not. But the timing of Cristiano Ronaldo's new deal at Real Madrid has left the board in a difficult position. No-one expected Florentino Perez to cave into Ronaldo and Jorge Mendes' demands. But he did - and that's left Messi and his father to use the deal as a barometer in their planning.
City are aware of this, as are United. And in Spain, while it's claimed the Blue half of Manchester are planning to meet the €250 million buyout clause in Messi's deal, it's the United plan which is gaining more credence.
It all centres around new kit sponsors adidas and their concerns with the fallen giants. The Germans are desperate to see United return to past glories. The 30 per cent penalty on their annual investment everytime United miss out on Champions League qualification only covers a fraction of what they'll lose in contrast to a title winning United team. United in the Europa League. Settling for the League Cup. It just wasn't in the plan.
So the call has gone out to Ed Woodward, the United vice-chairman exec: How can we help?
Messi is the centrepiece. United and adidas - in 2018 - would come together to pay him €50 million-a-year. A signing on bonus of €150 million would also be dangled in front of him. There are even discussions of United bringing forward plans to the coming summer. Relying on Messi to convince Barca to grant him a smooth departure for all his loyal service and paying €100 million for his transfer. Both options leave United well ahead compared to City's buyout clause plan - which cannot count on the financial support of adidas.
Significantly, for adidas, the spirit of the deal isn't about getting their biggest name in the shirt of their biggest club. It's actually about fast-tracking Woodward and Mourinho's plans of getting United back amongst the elite. Adidas, for their bottom line, are desperate to see this happen - and fast.
Which is where those cynical United fans need to take a step back. Of course, this is fantasy football stuff. But there's also a bigger picture to consider in this week's news: adidas are willing to work directly with United to accelerate their transfer plans. If there's a player Mourinho has identified and he's on adidas' books, there's every chance the sportswear giant will use any influence they have to get that client to Old Trafford.
And the players know this too. Earlier this year, Tribalfootball.com brought you news of Veronique Rabiot, the mother and agent of PSG's Adrian, complaining to adidas execs about why Louis van Gaal's United weren't among the major Premier League clubs asking after her son. Veronique was essentially using Adrian's association with adidas to let LVG know that they'd like to discuss a return to Manchester for the former City junior.
And what of last summer's biggest deal? The €100 million man Paul Pogba? It's no coincidence that at the end of last season Pogba signed a long-term deal with adidas. We know, thanks to his agent Mino Raiola, that United and Juventus had discussed the deal for several months before finally getting it all over the line in August. So, in the middle of negotiations over the world's richest transfer, Pogba happens to commit himself to adidas? That's not by chance.
Messi is the centrepiece. The targeted jewel of this new partnership. But if the Argentine cannot be convinced, this association doesn't end here. Just consider the Pogba timeline: Juventus - adidas - United. That did actually happen.
Adidas are desperate to get value for money from their United partnership. And if those at the club can't deliver on his own, they're ready to pick up the slack.