Cast your mind back 10 years and the "top four race" played a relatively minor role in the production of each Premier League season.
But since then, UEFA and its partners have pumped millions of pounds into the Champions League, leading to first to fourth place in the English top tier boasting some serious annual bragging rights.
While Liverpool, Chelsea and Manchester City compete for the title, it appears only the last UCL spot will truly be up for grabs this term.
Although West Ham currently occupy fourth, Manchester United, Arsenal and Tottenham Hotspur are all eyeing qualification to Europe's first-rate competition.
The return of Antonio Conte to the Premier League by becoming Spurs' manager has made the competition even more fierce, just like Cristiano Ronaldo 's homecoming to United did ahead of the campaign.
With 10 games gone and 28 to play, here are the next six fixtures for the top-four chasers as the festive period looms.
4. West Ham United - 20pts (GD +9)
What a time it is to be a West Ham fan.
David Moyes and co have avoided the usual side effects of Europa League football, looking even stronger than last season, when they clinched sixth.
The Irons will be aiming to go one better this time around but face three of the big boys over their next six league games in a test of their European credentials.
Liverpool [H]
Manchester City [A]
Brighton & Hove Albion [H]
Chelsea [H]
Burnley [A]
Follow all the latest West Ham news right here with Mirror Football.
5. Manchester United - 17pts (GD +4)
The same excitement felt at the London Stadium cannot be applied to Old Trafford.
Ole Gunnar Solskjaer 's side picked up their first Premier League win since mid-December on Saturday by comfortably beating Tottenham.
Man United were hoping to improve on last term's second-place finish but may have to settle for two spots down, despite the arrivals of Ronaldo, Jadon Sancho and Raphael Varane.
The tough fixtures keep coming for the Red Devils as Solskjaer looks to secure his job and improve their position.
Manchester City [H]
Watford [A]
Chelsea [A]
Arsenal [H]
Crystal Palace [H]
Norwich City [A]
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6. Arsenal - 17pts (GD -1)
After a rough start to the campaign, losing their first three games without scoring, Mikel Arteta appears to have turned Arsenal around.
The Gunners are firing and look solid at the back, keeping four clean sheets over their ongoing seven-game unbeaten run in the Premier League.
Arteta's new signings are starring, while talisman Pierre-Emerick Aubameyang is back in the goals.
And looking at their fixture list, which includes a clash with Man United, it seems just in the nick of time.
Watford [H]
Liverpool [A]
Newcastle United [H]
Manchester United [A]
Everton [A]
Southampton [H]
Follow all the latest Arsenal news right here with Mirror Football.
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9. Tottenham Hotspur - 15pts (GD -7)
They may lay ninth but Tottenham look serious after their sacking of Nuno Espirito Santo and capture of Conte.
The serial winner is expected to transform Spurs into a well-drilled, mean machine.
Harry Kane only boasts one goal in the league this season but just as he did with Romelu Lukaku at Inter Milan and Diego Costa at Chelsea, Conte could be the man to replenish the England captain's form in what may well prove to be a prosperous run of outings.
Everton [A]
Leeds United [H]
Burnley [A]
Brentford [H]
Norwich City [H]
Brighton & Hove Albion [A]
Follow all the latest Spurs news right here with Mirror Football.
