“I’ve watched Manchester United since the age of five and that’s the worst 15 minutes I’ve ever seen. Absolutely pathetic.”

Gary Neville did not hold back in his criticism of the Manchester United’s performance during Sky Sports’ coverage of Sunday’s 1-1 draw at Fulham.

The players had just laboured through the opening period of the second half, culminating in a Lisandro Martinez own goal gifting the home side the lead.

“I’ve never seen such a lack of effort,” Neville added. “What must Michael Carrick be thinking?”

Neville played 602 games for United over a 19-year career, winning everything the club game had to offer. So his criticism comes from a qualified position.

This season’s out-of-possession stats would appear to back it up too, with the Red Devils ranking 16th for distance covered, and 17th for total number of sprints.

But does that tell the whole story?

How did United play under Carrick when they were winning games towards the end of last season?

And, as Neville makes the headlines, what does this say about his influence in the media around Manchester United?

United’s dismal running and sprinting stats made for stark reading in the wake of Neville’s criticism.

After all, the former right-back had directly questioned a lack of effort, and referred to the players as “mannequins”.

He said United – and Fulham – were walking too much during the game.

In the Premier League this season only four teams have covered less distance than the Red Devils, and just three teams have produced fewer sprints.

It comes alongside United’s joint-worst start to a Premier League season, with four points from five games.

So is this down to the running and the effort?

Let’s take a look at the second half of last season, after Carrick had been appointed as manager.

Between 17 January and the end of the season, United picked up more points than any other team – 39 points from 17 games.

Yet only four teams ran less than United, and only two clubs had fewer sprints.

There is no material difference in the running stats, but United were returning 2.29 points per game compared to the 0.8 this season.

Something is clearly different, but it does not appear to be linked to this particular stat because barely anything has changed – apart from the results. Maybe this United squad simply does not have runners.

Then there is the comparison to rival teams.

Manchester City have won all five Premier League matches, but have covered less distance than United. Enzo Maresca’s squad have also recorded the lowest number of sprints in the division.

Brighton, one of the most exciting teams in the league this season and the top goalscorers, are one place above United for sprints.

Maybe United’s problem is tactical rather than a simple case of not running enough?

Neville setting the media agenda when it comes to United is not a new thing.

The former England international has called out the team’s shortcomings on many occasions.

Look back to December 2021, and a poor first-half performance against a struggling Newcastle side which saw Ralf Rangnick’s side trail 1-0 at the break.

“They’re a bunch of whinge-bags,” Neville said at half-time on Sky Sports. “I’ll not go into names but they’re whinging at each other, arms up in the air complaining about everything.

“There’s no pressing, no urgency, the basics of the game.”

Edinson Cavani rescued a point at St James Park, but Neville’s comments had already made the headlines.

You only need to look at how the post-match coverage went after the Fulham draw.

Neville’s remarks were put to Carrick at full-time. The United manager said fitness levels of his players were not an issue.

But the die was cast.

“Neville: That was the worst ever”, read the back page of Monday’s Daily Telegraph.

“15 minutes of shame”, was the lead for the sports section of the Daily Star.

“United boss keeps calm after Neville Ful blast,” said the Daily Express.

It was picked up across online media, and discussed at length on radio talk shows – including across the BBC, as evidenced by this piece.

When Neville criticises his former club, it carries weight.

In January, with Ruben Amorim under pressure for poor results, the Portuguese said that “if people cannot handle the Gary Nevilles and the criticisms of everything, we need to change the club”.

Amorim was dismissed the following day.

There always seems to be a strong influence in the media related to the dominant team of a previous era.

For example throughout the 1990s and 2000s, former Liverpool stars such as Alan Hansen, Mark Lawrenson and Phil Thompson dominated a lot of the conversation.

It stands to reason that now members of the all-conquering United squad will have a leading role in the media.

But for Neville, it is bigger than anyone apart from Gary Lineker and his Goalhanger production company.

“When does Sky wonder if they are paying a lot of money in wages to train their next competitor?”

It is a question posed by Richard Gillis, who hosts the Unofficial Partner sports business podcast.

While Neville started out in the media as a pundit with Sky Sports, the 51-year-old is now one of the biggest players in a rapidly changing industry.

After co-founding the sports entertainment production company Buzz16 in 2016, Neville launched YouTube platform ‘The Overlap’ in 2021.

‘The Overlap’ produces ‘Stick to Football’ – one of the UK’s most popular football content channels with 2.2 billion views across all platforms in 2025.

Earlier this year it entered into a strategic partnership with radio giants Global, with the aim to create a multi-format sports media network.

Neville this summer exited Buzz16, focusing his attention on ‘The Overlap’, which has branched out into cricket and rugby, and secured live Bundesliga rights.

The YouTube channels of United influencer Mark Goldbridge’s were recently acquired, a further sign of the influence Neville now wields in football’s media industry.

Goldbridge made his name with expletive-laden rants during streamed ‘watchalongs’ of United matches, and his channels have around four million subscribers.

Gillis points out that Neville was attracted to the Goldbridge brand, and his United Stand podcast, because it creates noise when there is no football.

“Noise is valuable,” Gillis told BBC Sport. “Man Utd generate more of it than any other club in the Premier League.

“Anger creates engagement. And from the Sky commentary box, Neville is well placed to create anger.”

In a bid to ramp up its content, ‘The Overlap’ is believed to have targeted national newspaper journalists to come on board and cover United.

“It poses questions,” Gillis says of this development.

“Currently, Neville is the story. He says something, the media reports it, the fans respond to it. A valuable loop.

“At what point does The Overlap and the United Stand (a Goldbridge channel) become the rivals of the media?”

“What is the United Stand now? A noise merchant, or a news organisation?”

To many, it probably does not matter whether Neville’s comments about United’s running are valid or not.

They create headlines, column inches and legitimate talking points under the Sky Sports name.

Yet Neville is himself a media mogul who also works within another organisation.

And at present, when measured by media coverage and impact, all parties are winners.