Sir Alex Ferguson has always been a firm believer that the race for the Premier League title never really starts until the last of the Hogmanay empties have been put out for the recyclers.

He is happy to wear the odd shock at Turf Moor or some such place before Christmas so long as the team is there or thereabouts come the festive season. Then it's down to the real business.

And as the ides of March tick by, we are now officially entering what Fergie delicately refers to as "squeaky bum time" when the real men with title ambitions stand up to be counted and the also-rans rush to the bathroom.

Usually about this time of year, the crusty old Scotsman starts up with his mind games, needling title rivals with pointed words designed to rile and distract them in equal measure. Some get sucked in, most don't, but Fergie still loves to try it on.

Kevin Keegan most famously fell for the ploy in the 1995-96 season. A Fergie dig prompted Kev to lose the plot in front of the TV cameras as Newcastle, which had led by 12 points in January, went into freefall and handed the title to United.

This season, however, the United manager has turned his brand of pop psychology on one of his own.

Last week after Wayne Rooney's double against Milan had sealed a place in the Champions League quarter-finals - his double in the first leg had set up the 7-2 aggregate win - his manager laid down the challenge: to surpass Cristiano Ronaldo's tally of 42 goals in the 2007-08 season.

"That has to be his goal now doesn't it?" Ferguson told reporters.

The striker says he is not setting himself any targets but the fierce pride and determination with which he plays will no doubt be driving him onwards and upwards.

One wonders how much satisfaction he would derive from outscoring his former Portuguese teammate after finally being given the chance to flourish as a goalscorer at Old Trafford.

In previous seasons, remember, he was forced, without complaint mind, to sacrifice some of his natural goalscoring game to play in a wider role so that Ronaldo could take centre stage and plunder the goals.

Like Keegan talking about beating United for the title almost 15 years ago, I'm sure Rooney would "love it" if he beat Ronaldo's record. Love it.

Rooney's double in the 3-0 win over Fulham on Sunday to send United back on top of the table (Chelsea, two points behind, has a game in hand) was evidence of a player at the top of his game.

That's 32 goals in all competitions now and as long as he can stay fit, the question might not be whether he can match or beat Ronaldo's mark, but by how far will he smash it?

If he does avoid injury and United can manage to make a third consecutive Champions League final, he has a potential 13 matches (eight in the Premier League, five in Europe) to score the 10 to draw level with the Real Madrid man.

With Michael Owen injured and no longer an option to cover a resting Rooney, chances are the former Everton man will play in most, if not all those fixtures.

England manager Fabio Capello might just be a little concerned about Rooney's ability to sustain such prolific form into the World Cup finals in South Africa.

But if he can - and Rooney has proved himself an incredibly durable player over the seasons with an unmatched work-rate - the Italian will rightly anticipate a last-four finish and possibly better.

Sir Alex, meanwhile, will know that a 42-plus haul will go some way to delivering more domestic and European honours. United will be there or thereabouts.