Harry Kane's marquee Nike deal has been put on hold for now, as the world-famous manufacturer join a list multiple major brands trying to secure Erling Haaland's signature.
After completing a £51 million move to Manchester City in June, the Norway international has taken the Premier League by storm.
Even though the 22-year-old was operating at almost a goal per game at Borussia Dortmund, there was still doubts surrounding his ability to score at the same rate in the Premier League.
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11 goals in just seven games later, it seems all them doubts have evaporated.
Starting with a clinical brace against West Ham United, Haaland showed the world he was ready for the challenge and he has since gone from strength to strength.
Back-to-back hat-tricks against Crystal Palace and Nottingham Forest followed and the striker picked up August's Premier League Player of the Month award.
His self-proclaimed love for the UEFA Champions League has been evident too - notching three goals in City's opening two group stage games.
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His bundles of talent has been evident for years, but now he's in the most lucrative league in the world, some of the best brands are desperate to secure his signature.
A number of them are boot manufacturers, and one in particular has put a mega-deal on hold to push for Haaland's services.
Nike are closing in on a deal to secure England captain, Harry Kane, but that particular venture has been put on hold while the brand chase Haaland.
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According to the Telegraph, Haaland is Nike's most sought-after player and they are planning budgets accordingly to try to get him on board.
That is forcing Kane to wait before he can announce his own partnership.
Haaland has been wearing a range of different boots this season after his original Nike deal expired, and he is now the subject of a bidding war to get him under contract.
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There is perhaps a certain irony that Kane could have been in City blue instead of the Norwegian.
In 2020, the Tottenham Hotspur star was City's number one choice to replace Sergio Agüero, who departed the club after a decade of service.
It was clear Kane wanted the move to the Etihad Stadium, but Daniel Levy - Spurs chairman - held firm on his sky-high valuation and the Blues walked away.
Not even 12 months later, Haaland completed a statement transfer to East Manchester and his start seems to suggest his dominance of the Premier League has only just begun.
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He will want to continue that rich vain of form against Manchester United this weekend in the 188th Manchester Derby.
Topics: Manchester City, Erling Haaland, Premier League, Harry Kane, Tottenham Hotspur, Manchester City Transfer News & Rumours
Harry Siddall