Blades Boss Offers Motivation to Struggling Big Money Striker Ahead of Derby | OneFootball

When Sheffield United announced the arrival of 22-year-old forward Tom Cannon from Leicester City in January, it was seen as a significant investment and part of the club’s push for promotion in the 2024/25 season. Yet the months since have been far from the seamless start to his Blades career many had hoped for.

Cannon’s signing, reportedly around the £10 million mark, came with the expectation that he would “hit the ground running in front of goal”.

Chris Wilder on Tom Cannon’s Struggles as A Sheffield United Player

HULL, ENGLAND – OCTOBER 04: Chris Wilder, Manager of Sheffield United, looks on during the Sky Bet Championship match between Hull City and Sheffield United at MKM Stadium on October 04, 2025 in Hull, England. (Photo by Tony King/Getty Images)

Manager Chris Wilder has acknowledged the pressure that comes with such a hefty fee:

“He has to take the chances offered to him, whether that’s coming off the bench or starting,” said Wilder. “We need that competition at the top of the pitch, so he’s just got to keep working away and keep believing. We believe in him.”

“We’re working with him on the training ground and in the analysis room to improve his game. It’s arguably the most difficult position on the football pitch. Tyrese [Campbell] was outstanding for us last season and now he’s getting back to good form. He’s made it difficult for himself, he understands that,” he added.

“There’s some pressure on him… I’m not going to decide a player’s future off the back of 20 or 25 games so far. There’s always an opportunity but he has to take those opportunities and he understands that.” [Yorkshire Post]

Cannon Yet to Get Firing at the Blades

SHEFFIELD, ENGLAND – JANUARY 24: Thomas Cannon of Sheffield United reacts during the Sky Bet Championship match between Sheffield United FC and Hull City AFC at on January 24, 2025 in Sheffield, England. (Photo by George Wood/Getty Images)

In the 2024/25 Championship season for Stoke City (on loan) and Sheffield United, Cannon accumulated 2,539 minutes of play, yet his output in goal involvement remained modest.

According to FBref for that campaign, his goals per 90 minutes placed him in only the 61st percentile among Championship forwards; his assists per 90 were in the 52nd percentile; his non-penalty goals ranked at the 48th percentile.

Of course, he has only found the net once and assisted once during 29 appearances for the Blades, which is a shocking stat line for a £10 million striker in the Championship.

In modern football, being a striker is a lot more than just putting the ball in the back of the net. It’s about involvement in meaningful attacks, the ability to influence link-up play, and consistency in being in the right areas. Unfortunately, Cannon has looked incapable of doing either of those things. And I think ranking in the 29th percentile for shot-creating actions per 90 shows that he cannot have an influence on games outside of scoring. Therein lies the problem.

If we take a look at Campbell’s shot-creating actions from last season, he ranks in the 83rd percentile, which backs up the eye test; he is far more effective than what Cannon has to offer. Even Kieffer Moore was just above average in this metric last term: 53rd percentile.

So how does Sheffield United get Cannon firing? Well that’s exactly what Wilder and his coaching staff have been trying to figure out for the past nine months. Truth be told, we are none the wiser.

Blades Have A Habit of Blunting Strikers Who Demand A Hefty Fee

OXFORD, ENGLAND – OCTOBER 18: Rhian Brewster of Derby County applauds the fans as he leaves the pitch during the Sky Bet Championship match between Oxford United and Derby County at Kassam Stadium on October 18, 2025 in Oxford, England. (Photo by Dan Istitene/Getty Images)

For Sheffield United fans, this story of a misfiring big money striker feels painfully familiar.

When Rhian Brewster walks out at Bramall Lane this Saturday with his new club Derby County, it will be an emotional return to the ground where his career promised so much and delivered so little.

Once hailed as one of England’s most exciting young strikers, Brewster joined United from Liverpool in 2020 for a club-record £23.5 million. He arrived with a glowing reputation as a lethal finisher at youth level and fresh off an impressive loan at Swansea City. But much like Cannon, the reality was cruelly different.

Injuries cursed Brewster’s time in South Yorkshire, denying him any real rhythm or consistency. Across 119 appearances, he managed nine goals and four assists. When his contract expired this summer, United offered him reduced terms, but Brewster instead opted to move on, joining Derby County on a free transfer.

With Cannon, there is still time to turn things around, he has youth on his side being just 22, and at least he has been available for selection, which was a rarity for the majority of Brewster’s Blades career. Nevertheless, the parallels with Brewster’s struggles are eerily similar for Cannon.