A look at why, for the two most successful English clubs, this is a make-or-break transfer window in the middle of a season of higher-than-usual importance.

Luis Suarez and Andy Carroll - Manchester United & Liverpool FC Transfers: Invest Now, Or Forever Hold Your Peace

Liverpool are a wonderful example of the extremes of the winter window

Winter is here. Even as the people of North America are struggling in freezing cold temperatures thanks to a Polar Vortex that has been causing weather akin to a Hollywood disaster movie (think ai???The Day After Tomorrowai??i??), followers of the Premier League are frozen in front of their computer and mobile screens, avidly awaiting the latest transfer rumor. Transfer season always brings with it a sense of impending fortune or doom, depending on which club you support. Itai??i??s a period that can make or break the remaining half of the season. One club that is a wonderful example of the extremes of the winter window is Liverpool FC. In one winter transfer window 3 years ago, they sold Fernando Torres for A?50M, and bought Andy Carroll for A?35M and Luis Suarez for A?22.8M in a span of a few days: three activities that will make a Liverpool fanai??i??s face twitch as they try to sort through the myriad of emotions associated with each.

But that was then and a lot has changed since. For one, Arsenal are top of the League, while Liverpool (4th) are above Manchester United (7th). Who could have seen this coming at the end of last season? Their respective League positions, and the various states of dishevelment they find their respective squads in, have turned this transfer window into a period of disproportionately high significance for Manchester United and Liverpool. In this article, weai??i??re going to argue that both NEED to reinforce their squads and put in as strong a run as they can from now till the end of the season.

Man United: The Ferguson Hangover

For United, the matter is more to do with making a statement at the right time than it is about any immediate financial implications. The clubai??i??s current state can best be described as a really bad hangover: the Alex Ferguson reign had the entire fan base drunk with joy for years, and David Moyes now just feels like a thumping headache coupled with a bad taste in the mouth. Not to imply that Moyes should be labelled as a failure just yet, but there is a dire need to snap the club out of this morbid mood.

Manchester United & Liverpool FC Transfers: Invest Now, Or Forever Hold Your Peace - David Moyes

It’s upto him to prove that United are bigger than Alex Ferguson

Every big club knows that their fan base is their biggest asset. Theyai??i??re the ones who buy the tickets to the games, buy their favorite playersai??i?? shirts and help boost the clubai??i??s value when they go out to sell the right to advertise on their shirts (or, in some cases, inside of their shirtsAi??as well). And the number of fans you have is tightly linked to your success as a club. Manchester United are the most successful club of the Premier League era, and as a result have one of the biggest fan bases in the world. But these numbers will dwindle rapidly if they have a disastrous season; more so than a club like Chelsea or Manchester City would have in the same position. Why? Because the recent successes are at times seen as a sign of Fergusonai??i??s might, not the clubai??i??s. If this season ends poorly, say with a finish outside the top 4, the conclusion will be that the magic has gone with SAFai??i??s retirement. Just look at how long Chelsea took to get over their successful seasons under Jose Mourinho ai??i?? they sifted through wagon-loads of managers before eventually recalling The Special One (an option not available with Ferguson). United fans would be willing to accept a few seasons in the top 4 without winning the title, but they are unlikely to be as understanding if the Premier League champions finish below 4th place.

Moyes deserves to be given time, but in order to do that, he needs to make a statement of intent this season. And all signs indicate that he canai??i??t do that with the squad he has at his disposal right now. He has rotated his midfield regularly, but has yet to pin down his favourite starters. The only thing certain is that, when fit, Wayne Rooney and Robin van Persie will start up front. During his time at Everton, Moyes had almost never shown a preference to attacking down the wings, but that is exactly what this United side was built to do. If Moyes wants to play them his way, he shouldnai??i??t wait for summer to make changes ai??i?? he needs to act fast and bring in the resources he needs right away. Otherwise the pressure on him next season might be too much for one man to handle.

Liverpool FC & The Flying Uruguayan

Admittedly, implying that a failure to invest this season would haunt Liverpool ai???foreverai??i?? is a bit of a hyperbole. But this was always destined to be a season of opportunity for Liverpool (as predicted last year), unlike any other in recent history. Brendan Rodgers, as well as Arsene Wenger, have done wonderfully well to grasp the chance that has come their way. But now Rodgers and owners FSG have to make the most of the position they find themselves in. With United and Tottenham stumbling, this is an amazing opportunity to secure a comeback to the Champions League. Next season, both teams may be better settled and Brendan Rodgers would have a much tougher time cracking the top 4.

There is one more reason why the opportunities afforded them might not be available next season: Luis Suarez. There is no guarantee that the mystical Uruguayan will be in Merseyside next season. The Premier Leagueai??i??s current top goal-scorer is about as decisive as a kid in a toy shop. First he loved Liverpool, then he HAD to move to Arsenal and now he loves Liverpool again (read: loved his new contract); if Real Madrid come calling in the summer, there is no guarantee that he wonai??i??t start angling for a switch, even if Liverpool have qualified for the Champions League. So make hay while the sun shines, Brendan Rodgers. And milk this season for all its worth. FSG can surely be convinced that now is the best possible time to invest in this team ai??i?? bring in reinforcements, and ensure that you seal that fourth spot in the League table.

Manchester United & Liverpool FC Transfers: Invest Now, Or Forever Hold Your Peace - Victor Moses

With the Salah deal looking dicey, will Rodgers be left to manage with an out of favour player like Moses?

The half-time substitutions of Luis Alberto and Victor Moses in the FA Cup clash against Oldham Athletic were clear indicators that, atleast on current form, Rodgers simply does not trust the two of them enough. Luis Alberto is yet to earn a start, and the last time Moses played more than 30 minutes was in Liverpoolai??i??s 3-1 defeat to Hull City on 1st December. Letai??i??s face it, Rodgers has been looking for an attacking midfielder since summer (when he lost out on the likes of Henrikh Mkhitaryan and Willian), and neither Moses nor Alberto fit the bill. Mohamed Salah (FC Basel) and Cristian Tello (Barcelona) have been linked with moves to Anfield all through December, but Barcelona have been quick to rule out a loan or transferAi??for Tello, while the Salah deal may also be in jeopardy. If Salah, or any other player for that matter, is a genuine target for Brendan Rodgers, then Liverpool FC have to go the whole hog in nailing down their man. Especially considering that the only two genuine attacking midfielders Rodgers can currently call upon are 21 year old Philippe Coutinho and 19 year old Raheem Sterling.

“We Don’t Need More Players”

Before the window is closed, fans will get to hear statements from both clubs talking about how they are happy with their current squads, and how there is no dire need for new faces in their sides. These will be bare faced lies. These statements are only made to mask the fact that the club was unable to get its primary targets on board. Moyes and Rodgers will both have their ears to the ground right now, hoping to get their hands on a player of their favoured profile. And the right amount of urgency coupled with the right amount of money exchanging hands may be all that stands between David Moyes being named a pretender to Alex Fergusonai??i??s throne, and Brendan Rodgers becoming the manager who almost brought Liverpool back into the Champions League, but not quite.

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