All summer, supporters pore over their wish list, convince themselves this season could finally be different and dream about what might be awaiting them. But when it is time to unwrap, sometimes you don't get what you hoped for. For many football fans, it takes barely 90 minutes for the excitement to give way to doubt and frustration about where it has all gone wrong for their club.
We are now only a few days into a new season, but fans of Manchester United, Tottenham, West Ham and Rangers - just to name a few - know that feeling all too well already. After a third-placed finish under Michael Carrick, Manchester United supporters could be forgiven for thinking this year could finally mark the beginning of a revival. "For the first time in years, I'm actually impressed not only by United's line-up, but the substitutes bench as well," United fan Danny texted BBC Sport's live page ahead of their trip to Hull City.
The club have endured several false dawns since Sir Alex Ferguson's retirement in 2013 and the 2012-13 triumph under the Scot remains the Red Devils' last Premier League title. Boosted by new signings including midfielders Youri Tielemans and Andrey Santos and facing promoted sides in their first two matches, this was the perfect opportunity for Carrick's men to put down a marker. Instead, their campaign began with a humbling defeat 2-0 by Hull City, who were promoted via the play-offs last season, but looked more a Premier League side than the 13-time winners.
"As a Man United fan for 38 years if the last 15 years have taught me anything it is not to be optimistic," said Alec, another United fan. "I laughed when I read how strong people thought our squad depth was. It's as deep as a toddler's swimming pool.
Another long season ahead." As if adding insult to injury, the journey back to Manchester for the 2,400-strong visiting contingent at Hull proved little better than the pain inflicted by the result. While their team were losing to the Tigers, the news of two trains to Manchester being cancelled was announced at the stadium, prompting the home fans to chant "You should have come in a taxi" at the away section. But there is solace in knowing they are not the only fanbase suffering.
After back-to-back 17th-placed finishes, a summer of significant spending had generated genuine belief among Tottenham supporters that they could finally leave their recent struggles behind. Having steered the team clear of relegation on the final day of last season, Spurs signed centre-back Jan Paul van Hecke and midfielders Sandro Tonali and Mateus Fernandes during the summer, spending £237m (and counting). Spurs dared to dream but the opening weekend provided them with a reality check.
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