Manchester United made Dutch striker Joshua Zirkzee their first signing of the INEOS era, acquiring him from Bologna for £36 million. Zirkzee, who scored 11 goals in the 2023/24 season, was brought in to replace Anthony Martial, who departed as a free agent. While Zirkzee was the primary target, United explored alternatives like Ivan Toney and Jonathan David, with Toney deemed too costly and David's potential £25.3 million deal active until Zirkzee's signing was finalized. Zirkzee made a promising debut, scoring the winner against Fulham, but faced challenges in subsequent matches. The recruitment process was complicated by delays in appointing sporting director Dan Ashworth, leading to frustrations voiced by INEOS CEO Sir Jim Ratcliffe. David remains with Lille, despite interest, and could be a future target for United as his contract approaches expiration.