Manchester United deservedly received praise for kicking off the transfer window with the big move for Matheus Cunha, but it has become a blessing and a curse.
United wasted no time by signing Cunha from Wolves in a £62.5 million deal.
The problem? That lofty price tag has become the baseline other clubs are using against United. It's partly to blame why United have been unable to get the Bryan Mbeumo deal over the line yet.
"Sources have suggested Brentford would want at least the same fee as Wolves have received for Cunha up front before they agree to the sale of a player who still has a year left on his contract," reports Sami Mokbel of BBC Sport.
There's no need to panic on that one, as all reports indicate it's when, not if, Mbuemo joins United.
It's a different story regarding United's interest in Viktor Gyokeres. Sporting president Frederico Varandas made that crystal clear.
"I saw two players being sold in the Premier League – Matheus Cunha and Mbeumo – forwards who do not have the quality of Viktor, in my opinion, were sold for around €75 million," Varandas said, per A BOLA.
They are using the £62.5 million fee United paid for Cunha against them. That's now the minimum other transfers are being built from.
Sporting's high demands may cost Man United the chance to sign Viktor Gyokeres
United fans should have zero concerns about the Mbeumo deal. Football journalist Fabrizio Romano has remained consistent in his stance. It will happen.
The Cunha deal may have given Brentford some added leverage to push up their asking price, but the two sides will likely agree to terms in the coming days. But United's early-window move for Cunha has undoubtedly hurt negotiations and likely bumped up the fee.
With Gyokeres, it could outright cost them.
United will likely have to spend well over £120 million to bring in Cunha and Mbeumo. Can they realistically add another £70-80 million, at least, to land Gyokeres?
That's the going rate for a striker who has found the net a ridiculous 68 times in 66 league games for Sporting. Last season, he scored 39 league goals and added 15 in cup competitions (including eight in the Champions League).
Various reports indicate that Gyokeres wants to leave, although United would face competition to sign him. The Cunha deal is also hurting them.
There's a great benefit to doing business early in the window, and United should be applauded for getting the Cunha deal over the line so quickly. But the ripple effects are now becoming apparent.
United's £62.5 million deal with Wolves has ensured that if they want to sign Mbeumo and Gyokeres, they will almost certainly have to eclipse that fee on both occasions.