SWR: Chapter 761/762

Chapter 761: This Pattern is Big Enough

From Manchester to North America, and then from North America to Ireland.

Manchester City circled the globe, spending nearly a month on long-distance training. The sessions were intense and the matches frequent. So after returning to Manchester, Gao Shen gave the players a day off.

On the one hand, it was to help them recover from jet lag. On the other, it allowed them to rest and spend time with their families.

Next up, Manchester City would face Manchester United in the Community Shield.

This match served as the curtain-raiser for the new season.

…

As the saying goes: "The flowers are the same every year, but the people change each year."

Every year, the European transfer market plays out what appear to be new dramas, but in essence, they are all quite similar. Still, they keep the media and fans around the world on edge.

If last year Manchester City were the deep-pocketed club splashing the cash, then this year Paris Saint-Germain has picked up the mantle.

But unlike last year, this summer's European transfer market has been relatively quiet.

This is evident from the investment levels across the top leagues.

Particularly in the Premier League, after three straight years of heavy investment by Manchester City, this season finally saw a tightening of spending. As a result, Premier League transfer expenditure actually fell behind Serie A.

That was a surprising development.

Serie A emerged as the dark horse of this transfer window. After winning the Serie A title and reaching the Champions League semi-finals, Napoli offloaded several core players, generating over €200 million in transfer income. Naturally, they reinvested heavily in the market.

With Juventus undergoing a rebuild, and Lazio and Roma also increasing their investment, alongside continued spending from both Milan clubs, Serie A's total transfer spending reached €460 million—topping all of European football.

The Premier League came in just €10 million behind. This was largely due to Manchester City pulling back on spending. Other clubs, like Everton, also tightened their budgets, leading to a rather underwhelming overall performance.

La Liga ranked third with €350 million in spending, while Ligue 1 climbed to fourth thanks to Paris Saint-Germain's investments. The Bundesliga ranked fifth, with just €150 million in total transfer spending.

Notably, aside from PSG, La Liga's Malaga—dubbed the "Manchester City of Spain"—also drew attention with a net investment of €60 million, even more than Real Madrid and Barcelona.

After Roma's acquisition, the club underwent a major transformation, investing close to €80 million.

Then there's Anzhi from the Russian Premier League. They paid €23 million just for Eto'o. But more striking was Eto'o's €20 million annual salary—absolutely staggering.

By now, the future trend of European football is clear.

Following the global economic downturn, hot money began pouring into professional football—especially from the Middle East. Manchester City, Paris Saint-Germain, Malaga... their spending knows no bounds.

This trend will make top-quality players more sought-after.

And the outcome? Rising player transfer fees and skyrocketing salaries.

…

The day after returning to Manchester, Lucas came to report on the latest developments.

This time, the club's sponsorship mission to China had gone quite well.

Initially, Gao Shen had reached out to Huawei,a leading domestic telecommunications giant through his contacts in Italy.

In recent years, Huawei had begun sponsoring sporting events. For example, this summer's Italian Super Cup held in China was backed by them. There were also rumors that they were eyeing sponsorship deals with clubs in La Liga and Serie A.

After initial contact, the two sides hit it off quickly.

But unexpectedly, another domestic solar energy giant, Intech, showed even more sincerity. Not only had they sponsored the World Cup, they also planned to support La Liga clubs and were highly interested in sports marketing.

After negotiations, both sides reached an agreement. Intech would sponsor Leeds United's shirt front for £3.5 million annually. If the team gained promotion to the Premier League, that would increase by another £1.5 million—totalling £5 million.

Huawei's consumer division hadn't taken off yet, and the ATE smartphone that Gao Shen had been obsessed with still hadn't hit the market. Naturally, they weren't ready to commit large sums for shirt sponsorship. But they still agreed to a £2 million sponsorship deal, securing rights to Leeds United's training kits and shirt sleeves.

With these two major sponsorships secured, Leeds United's finances suddenly looked much healthier.

That wasn't all. Su Qing and Fernando Lucas also paid a visit to Lianxiang, the world's largest computer manufacturer. The two parties struck a sponsorship agreement. Lianxiang would become the club's data center partner, providing a full suite of server equipment and system infrastructure, while also becoming an official sponsor.

Though the sponsorship was valued at £1 million, much of it would come in the form of goods and services.

After all, building such a large-scale data center and implementing an internal office system at Leeds United would incur major costs—and Lianxiang could handle all of it.

Both Huawei and Lianxiang were optimistic about Leeds United's fusion of technology and football.

In essence, they believed in the potential of the business model Gao Shen was building.

…

"Before we left China, a TV company, a home appliance manufacturer, and several other brands reached out to us. I could feel their eagerness to expand internationally."

At this point, Fernando Lucas turned to Gao Shen. "Gao, I think we should set up an office in China to promote our brand and maintain these partnerships."

Gao Shen had already considered that.

"If the goal is just to make money, there's not much point in opening an office. I've always believed in building sustainable, mutually beneficial partnerships, including serving our Chinese fans. That's the perspective we should take."

Lucas glanced at Gao Shen, then at Su Qing, and laughed. "You two say the exact same thing."

"Really?" Gao Shen was a little surprised.

In fact, Gao Shen and his team had already outlined a comprehensive marketing plan for Leeds United.

They planned to hire a professional documentary director to create a feature on Leeds United—covering the club's history, its heyday as the White Rose, its decline, and its current rebirth...

The club would tell this story in a way that resonates with younger audiences—through culture, passion, and narrative.

Leeds United would establish a presence across major platforms like Twitter, YouTube, and Facebook.

They also planned to work with Huawei to install WIFI throughout Elland Road, develop an official app to offer more fan services, and foster deeper fan interaction.

For example, sponsors could promote their brands during matches. Fans could view instant replays, multi-angle footage, player stats, and goal alerts on their phones, as well as share highlights in real time. The club would also create a permanent fan activity zone and organize a range of targeted events online and offline.

With stadium-wide WIFI, fans could order food or purchase merchandise from any corner of the stadium—making their experience more convenient and boosting match-day spending.

All of this would significantly enhance the match-day experience and elevate the club's stadium services.

Huawei placed great importance on this partnership. After signing the contract, they immediately dispatched personnel for an on-site inspection and quickly drew up plans. Preparations were now in full swing, and the system was expected to go live before September.

For Huawei, a company that prides itself on "wolf-like" tenacity, this partnership is a strategic move.

What they're aiming to knock on is the door of European football!

Leeds United's Elland Road would become the first stadium in European football to offer full WIFI coverage, setting an example for others to follow.

That's why Huawei placed such value on this collaboration.

In terms of marketing, Gao Shen, Su Qing, Lucas, and the club's team had already made comprehensive preparations. The next step was execution.

In the Chinese market, Gao Shen preferred a long-term strategy over short-term profit.

That's why the partnerships with Huawei, Intech, and Lianxiang were all focused on win-win outcomes.

…

Compared to the club's business side, Gao Shen didn't have much to worry about with the team.

When Sarri first took over as head coach, there were initial concerns about the squad's strength. But on the very first day of training, Sarri called Gao Shen—who was still in the US—and happily expressed his confidence in the team.

Why?

Because Leeds United's players were genuinely strong.

After a month of intensive training, the main starting lineup had basically taken shape.

Goalkeeper: Courtois.

Defenders: Kurzawa, Koulibaly, Woodgate, and Clyne.

Midfielders: Pogba, Schneiderlin, and Paulinho.

Forwards: Adam Lallana, Benteke, and Bolasie.

At left back, Kurzawa managed to outperform Bertrand, which came as a surprise to Gao Shen.

After all, Bertrand had played in the Champions League final this year.

In midfield, Kondogbia failing to earn a starting spot was another unexpected outcome.

Up front, Bolasie earned a place in the starting lineup, which also surprised Gao Shen.

But after discussing it with Sarri, he understood—Bolasie was lightning-fast and technically gifted. When isolated one-on-one, he posed a massive threat.

In midfield, the trio was not only strong but also covered a lot of ground.

Schneiderlin played as a holding midfielder. He was excellent at passing and defending, perfectly suited to the style Sarri and Gao Shen wanted to implement.

With Pogba and Paulinho in front, the midfield and defense were well shielded.

Both Sarri and Lucas were very satisfied with the squad.

If there was one concern, it would be central defense.

Koulibaly was physically dominant but still raw defensively. Woodgate was very steady but injury-prone. Maguire and Stones were both too young—especially Stones, who wasn't yet ready for regular action.

But that was fine. In more polished terms, those issues could be ironed out through training.

(To be continued.)

Chapter 762: New Warcraft

Leeds United's first match of the new season was on the evening of August 6th, an away fixture against newly promoted Southampton.

The Community Shield was scheduled for the afternoon of August 7th.

Manchester City headed south to London a day early and checked into the Manor Hotel in West London.

After Gao Shen, Carlo, Buenaventura, Pintus, and the others had settled the players, they quietly left London and drove to Southampton, over 100 kilometers away.

The group disguised themselves, blended in with the fans, and snuck into St. Mary's Stadium.

They sat in the Leeds United supporters' section, with tickets provided by Fernando Lucas.

…

Attendance at St. Mary's Stadium was rather average, with only 25,000 spectators at the match.

In terms of fan enthusiasm, Southampton was still a step behind Leeds United.

This made Gao Shen feel fortunate.

Southampton's head coach, Nigel Adkins, wasn't a household name, but Gao Shen knew he was the one who brought Southampton into the Premier League in his previous life. Unfortunately, his stint in the top flight didn't go well, and he was eventually replaced by Pochettino.

That was when Southampton began their true revival.

Currently, Adkins had played for Wigan Athletic for many years in his playing career. His most notable coaching experience came at Scunthorpe, where he spent four seasons with solid results. His preferred formation was the 4-3-3.

Leeds United had just undergone a major restructuring, and Gao Shen was a bit concerned about Sarri's lineup choices.

When it came to squad integration, Gao Shen had been monitoring closely and offering advice to Sarri.

For example, with Pogba, Gao Shen made it very clear that he should be placed on the left side of a midfield three in a 4-3-3 formation to fully utilize his strengths.

Adam Lallana, who played on the left wing, had great technical ability but lacked pace. Kurzawa would frequently join the attack from left back, so they needed to be cautious about Southampton's counterattacks.

On the right side, Bolasie had explosive speed, power, and athleticism. He also had his signature move, the [Bolasie Turn], but what came after the move was often questionable. This would depend on how Sarri had trained him recently.

Gao Shen's biggest concern, though, was the defense.

Woodgate didn't start the match. Instead, Sarri opted for a central defensive pairing of Maguire and Koulibaly.

Very young, and lacking experience.

This was the biggest hidden danger of the night.

…

As it turned out, Gao Shen's concern was justified.

From kickoff, Leeds United took the initiative and launched wave after wave of attack.

But Southampton didn't back down either. Although newly promoted, they played with courage.

Stephen Driddle, in particular, was very active on the wing.

In the 10th minute, center forward Lambert won a corner. Portuguese center back José Fonte headed the ball to midfielder Dean Hammond, who pounced on the loose ball and smashed it past Courtois.

The Belgian keeper was clearly unhappy and complained that his teammates hadn't done their marking.

"This could be trouble," Carlo said with a frown.

Anyone watching could tell Leeds United had been a little too eager at the start.

After conceding, the team looked disorganized and played passively.

Sarri wanted the players to control the game, to use the passing style he preferred, but the players were anxious. As soon as Southampton began to press, Leeds United lost their rhythm.

Thankfully, Courtois stood tall in goal.

Though they had just conceded, the Belgian keeper was aggressive in dealing with both high and low shots.

"Courtois is excellent!" praised Lopis.

He had rated Courtois highly from the beginning and still held that view.

The first half ended with Leeds United trailing 0–1.

"That first half was a bit…" Carlo gave a bitter smile, unable to finish the sentence.

"In terms of physical condition and overall performance, the team is clearly well-prepared. But they're still lacking stability and cohesion." Buenaventura also sounded regretful.

In short, Leeds United had the quality, but they couldn't execute.

That was frustrating not just for the players, but for anyone who understood football.

"Let's see how they adjust at halftime." Gao Shen shook his head and sighed.

…

After the break, Southampton launched another aggressive assault, trying to put Leeds United away.

But in the 52nd minute, Schneiderlin made a successful interception and passed the ball to Paulinho, who quickly found Bolasie on the right side of the attacking third.

After controlling the ball, Bolasie flicked it past the defender, shook off Southampton left back Dan Harding, charged into the right side of the box, and sent a low cross into the middle.

Benteke broke ahead of Southampton's two center backs, including José Fonte, and flicked a header toward the back post.

Former Southampton player Adam Lallana arrived on time and tapped it in, leveling the score!

"Beautiful!"

Gao Shen, just like the surrounding Leeds United fans, erupted with a loud cheer for the goal.

Although Adam Lallana chose not to celebrate.

Then, just three minutes later, Adam Lallana received the ball on the left flank, dribbled past Jack Cork, and slotted a pass into the penalty area.

Benteke used his strength to hold off Fonte, took a touch, and fired a right-footed shot into the bottom corner.

2–1!

Comeback complete!

"Wow!!!"

This time, it wasn't just Gao Shen—everyone, including Carlo, jumped to their feet and roared in excitement.

Everyone already knew Adam Lallana's quality. Now that he was fully activated, Leeds United's attack had gained real power.

Both teams made substitutions afterward.

Adkins looked to push for an equalizer, and Leeds United responded as well.

But it wasn't until the 87th minute that Leeds United sealed the game.

After pressing high in the front line, Icardi—who had come on for Benteke—intercepted Aaron Martin during a high press. He charged into the Southampton penalty area and coolly slotted the ball home.

3–1!

Only then did Gao Shen feel truly at ease.

…

"The result was good, but the process was nerve-wracking and still too unstable."

On the way back to London, Carlo gave his assessment of the match.

He was Gao Shen's right-hand man, always calm and precise in his words and actions. Never vague.

Gao Shen and the others didn't go down to the locker room after the match. They just sent Sarri a congratulatory text and set off back to London.

"To be honest, judging from how the match went, this Leeds United side is very capable. Their fitness and training are top-notch. I don't have the stats, but I can tell they covered a lot of ground. Sarri's tactics are aligned with yours." Buenaventura smiled.

"Take it slow. It's just the first round. The preseason matches were encouraging, but we still need time to gradually find our rhythm. We can't expect a completely revamped squad to hit their peak right away," Pintus added.

Everyone nodded.

Leeds United's entire starting eleven, plus all five substitutes, were new signings. Expecting them to gel immediately and show perfect chemistry was unrealistic. It would take time, matches, and gradual development.

By the way, the Championship, League One, and League Two still only allow five substitutions.

It's odd, really.

Last season, the EFL voted to follow the Premier League and increased the number of players on the bench from five to seven. That was called "keeping up with the times."

But just one season later, the clubs voted to revert to five.

Why?

Because when injuries hit, many clubs couldn't even fill an 18-man matchday squad.

That's the reality of lower-league football.

Even so, the Championship teams were still in relatively good shape.

"Don't worry, this Leeds United side is still very strong. It's just a shame that Pogba and Paulinho—your two top picks—didn't play well." Carlo chuckled.

Everyone nodded.

Gao Shen had high hopes for those two players.

"Benteke was a beast today. Fonte and Aaron Martin had no way of stopping him. My God, this guy could bulldoze through the Premier League, let alone the Championship," Buenaventura said in amazement.

"And he's got good footwork too," added Carlo.

Everyone agreed.

Adam Lallana was probably the standout performer in this match, but that came as no surprise. What did surprise Carlo and the others was Benteke's dominance.

This guy really was a monster!

Gao Shen had promised to find Sarri a new war machine—and it turned out he was right.

"In a lower division, having a dominant center forward like Benteke is a cheat code. I bet Championship defenders will be having nightmares this season," Lopis joked.

Everyone burst into laughter.

After watching the match, Gao Shen finally felt a bit more at ease.

Even if Sarri didn't perform at an elite level, as long as he stayed steady, the team's results would definitely improve compared to last season.

The biggest issue was still the poor coordination between Pogba and Paulinho. Their late runs into the box weren't effective. The connection between Pogba and Lallana on the left also lacked threat.

With Pogba and Lallana's technical ability, if they could combine effectively on the left channel, who could stop them?

Especially with Benteke up top.

Everyone familiar with Paulinho knows how devastating his late runs into the box can be.

But both midfielders underperformed today, whether due to their own form or tactical issues.

It was only the first round of the league, so it was best to proceed cautiously.

Also, Clyne didn't push up much today. Driddle kept applying pressure on him.

All in all, the 3–1 comeback win away to Southampton was a solid start.

Now that Gao Shen could finally breathe a sigh of relief, he could fully focus on preparing for the Community Shield.

(To be continued.)