Football fans judge forwards with their eyes, and the Bramall Lane terraces can be ruthless. Right now, the fan view around Tom Cannon is harsh, while Tyrese Campbell enjoys far more leniency as a fan favorite.
Strip away confirmation bias, however, and we find Cannon isn’t nearly as bad as people think, but outside of Patrick Bamford, Sheffield United’s forward line as a whole faces a steep creative deficit compared to the Championship elite.
We looked at the performances of Bamford, Cannon, Campbell and Oné for the entirety of the 2025-2026 season for metrics you’d expect of a forward, including shots, on target shots, goals, xG, key passes and assists, take ons, aerials etc.

Cannon vs Campbell: Scapegoat vs fan favorite
The crowd often treats Cannon like a liability, yet much of his output sits shoulder-to-shoulder with Campbell, a player who commands much warmer backing from supporters.
Goalscoring & Threat: Both players netted 6 goals last season, but Cannon actually edged Campbell in xG per 90 (0.28 vs 0.24) and total shots on target (28 vs 27) despite playing fewer total minutes (1,861 vs 1,983).
Why the perception gap exists
But fans don’t judge players on shots and goals alone; they judge involvement and physical presence.
Campbell offers more security in transition: 14 take-ons won compared to Cannon’s 1, higher total touches (560 vs 462), and a superior aerial win rate (55.3% vs 39.6%).
Campbell is a player who can link play into and in the final third; Cannon is a more traditional, quieter penalty-box focal point. That means he suffers severely in public opinion when service dries up.
Cannon is not a disaster. His core finishing and expected goals metrics show a functional goalscorer who is being starved of the build-up support he needs to thrive.
The Championship reality check (Bamford shines, the rest lag)
Zooming out to the wider Championship leaderboard reveals an uncomfortable truth about the Sheffield United forward line when measured against the division’s standards. Outside of Patrick Bamford, our forwards are punching below elite weights – particularly in creative and progressive passing metrics.
Bamford is the Exception. He ranked 7th overall last season in the Championship for xG per 90 (0.45), bagging 12 goals from 9.57 xG. He proved he could mix it head-to-head with the top forwards in the league, such as Cyle Larin, Ellis Simms, and Haji Wright.

But when you look at the rest of the Sheffield United rotation (Cannon, Campbell; not Oné because of his very few minutes), their creative output looks anaemic. Their assist tallies are locked at 1 each, and their key pass rates sit near the bottom of the division (Cannon at 0.19 per 90, Campbell at 0.41) compared to top-tier Championship creators who regularly clear 0.50+ key passes per 90. (Key passes being ones that led to a shot; assists being those that resulted in a shot and a goal).
The takeaway for all this is that Bamford leads the forward unit well, but the supporting cast lacks the progressive passing and creative spark required to dominate matches at the top end of the table.



















Leaving aside the ridiculous ball-in-the-net-that-wasn’t incident . . .
The Blades had a lot of possession (53%), of which a lot was relatively high up the pitch (see average line stats left) and which resulted in a higher final third pass count than Villa (deep completions 20 vs 15).












