There’s one each August.
Take last season. Buoyed by a seventh place finish under Slaven Bilic in 2015-16, West Ham United spent to bring Andre Ayew, Manuel Lanzini, Håvard Nordtveit, Gokhan Tore, Simone Zaza and a host of others to town.
Some worked out, some didn’t, some were hurt, but the Irons didn’t move the needle in taking all season to build any semblance of form. Prone to losing streaks, West Ham lost four-straight and five-straight matches in the PL, going six and seven games without a win.
[ MORE: 2017-18 PL season preview hub ]
This year, it’s again the seventh place finisher making noise, and some think Everton could finish higher than Merseyside rivals Liverpool in Ronald Koeman‘s second year on the job.
The Toffees need to handle Hajduk Split over two legs to reach the UEFA Europa League group stage, and Koeman has built up enough quality to make a deep run in the tournament and a nice climb in the Premier League standings.
When the biggest question mark of the big summer additions is England’s all-time leading scorer, well, big things are going to be expected from Goodison Park.
Everton has added Wayne Rooney, Davy Klaasen, Sandro Ramirez, Michael Keane, and Jordan Pickford. Those are potential impact players right up the middle of the pitch (perhaps with Sandro shipped wide because of Rooney). The Toffees still have Morgan Schneiderlin and Idrissa Gana Gueye as a killer midfield duo, Ashley Williams to team with Keane, and any number of prospects and valuable commodities (plus the leg peg of Leighton Baines).
And rumor has it Gylfi Sigurdsson is going to end up at Goodison.
Here’s the rub: and it’s the schedule. How far behind will the Toffees be in their chase for the Top Four after opening the campaign home to Stoke, then away to Man City, away to Chelsea, home to Spurs, and away to Bournemouth (with the Hajduk Split matches mixed into the first three encounters)?
That’s one heck of a gauntlet, one laden with away obstacles. But navigating that mess and still being within shouting distance will be a major victory, and one that could propel Everton’s status as a contender deep into the season.