Part of what made Adnan Januzaj so exciting was not just the way he started. It was where he came from.
He was not a Manchester lad but he came through the academy system after joining aged 16, which pretty much made him one of our own. He also broke through at a time when fans were desperate for something to believe in.
Fergie had left, most of the old legends had retired or were about to, and David Moyes wasn’t exactly inspiring much confidence. The 2013/14 season was looking pretty miserable.
Then Adnan Januzaj appeared.
He made his debut as a sub in the Community Shield, only coming on for the final 6 minutes. Later in the year, he made his Premier League debut against Crystal Palace and was used as a sub again shortly after against West Brom.
He had only played a total of 61 minutes for the first team, but there was already a buzz about him. He played with arrogance and tenacity, he was silky, he was technical, he had great balance, he wanted the ball when nobody else did, and he ran fearlessly at defenders. He seemingly had all the ingredients of a proper United player, and wasn’t dissimilar to a young Ryan Giggs.
But it was when he made his first start in October that fans really got excited.
The Sunderland Goals and the Number 11 Shirt
Moyes gave Januzaj his first Manchester United start in a game against Sunderland, on October 5th, 2013.
It was about as good a full debut as any player could ask for.
Man United were 1-0 down, Moyes was under immense pressure, then, in the second half, Januzaj scored two goals in six minutes.
This was the second:
You can understand why United fans quickly got carried away.
They had just witnessed an academy player experience their:
- First full start
- First Manchester United goal
- First Premier League goal
- First Manchester United brace
- First Premier League brace
- First Man of the Match
As full debuts go, only Wayne Rooney and Marcus Rashford can really compare. Rooney was on the pitch with Januzaj that day, and Rashford was still only 15 years old, so hadn’t experienced his incredible debut yet.
Supporters thought they had found the first of the new generation of stars, and the club ran with it. They offered Januzaj a 5 year contract just two weeks after his full debut. At the end of the season, he inherited the iconic number 11 shirt from a retiring Ryan Giggs.
Why It Went Wrong
Nicky Butt: “For me, the biggest disappointment at this club was Adnan Januzaj. I don’t think I’ve seen a player, probably since Ryan [Giggs], who was as good as that. He was unbelievable. In my eyes he should have gone on to be a world superstar.” #mulive [espn]
— utdreport (@utdreport) December 14, 2019
His talent was undeniable, but Januzaj was still very young, and as has so often been the case, he was probably given too much too soon.
He showed great potential but was far from a finished product, and all of the added pressure put on him is arguably part of the reason his form slipped. It’s true that he could drift past players, but he could also slow down attacks and hold the ball for too long. In some games, it seemed like he completely disappeared.
He had ability, skill, and instinct, but he also had a lot to learn.
Timing hurt him too.
Moyes brought him through and trusted him with a first team place, encouraging him to play with freedom. But by April 2014 Moyes was replaced with Louis van Gaal, who preferred a more rigid, possession based system, and tried to play Januzaj more like a wing back than a winger or a number 10.
He gave Januzaj chances early on, but the change in style saw his performances drop off, and he struggled with the tactical discipline his new manager demanded. The signing of Angel di Maria probably didn’t help – not that he worked out either…
Eventually Adnan was reduced to a bit part player, and a loan to Dortmund – which was cut short – failed to reignite his career. After a handful more appearances for United he was again loaned out, this time to Sunderland. Moyes was managing the Black Cats, so in theory the loan should have gone well, but despite making plenty of appearances he failed to score and Sunderland were relegated.
He never returned to Manchester United.
Later Career
In 2017, Adnan Januzaj was sold to Real Sociedad for around £8 million plus add ons. It was a pitiful amount considering what could have been, reflecting just how much his prospects had changed.
With Real Socided, Januzaj experienced his most successful spell in professional football, racking up 167 appearances, 23 goals, and 21 assists across all competitions. During his five seasons in San Sebastián, he also won the Copa del Rey and played in Europe.
In the 2018 World Cup, he reminded United fans of the lost potential he had shown in those early days, when he scored the winner for Belgium against England. It was pure Januzaj: left foot, smooth finish, classy goal. A sad moment in many ways, because it reminded us of what could have been.
Adnan left Real Sociedad in 2022, joining Sevilla for free on a four year deal. He was 27 at the time, so technically he should have been in his prime.
However, his time at Sevilla was much less successful.
A combination of injuries and tough competition for minutes meant he didn’t make much of an impact. In fact, he hardly played for them at all, making just 30 appearances and scoring 2 goals across three seasons.
Part of the reason for this is that he spent a lot of time on loan again, at Istanbul Basaksehir and Las Palmas, but it was a similar story: flashes of brilliance spoiled by inconsistency.
His contract with Sevilla ended in June 2026, and he was released as a free agent. Aged 31 and looking for a club is not how any United fan expected his story to end in those early days, and shows how much can change for the next ‘big thing’.
So, what happened to Adan Januzaj? Too much too soon at United is probably the answer. A combination of hype and a managerial change killed his career at Old Trafford, and although he went on to have a respectable career elsewhere, he never became the star we convinced ourselves we were watching at the Stadium of Light in 2013.