Wayne Rooney's £70m Manchester United deal is being held up by negotiations over his image rights, although the club remain convinced the striker will sign a four-and-a-half year contract in the next week.

While the football part of the deal, which is worth around £300,000 a week and is likely to include becoming the club's new captain, has been agreed, the off-field payments and incentives are yet to be agreed.

Ed Woodward, the executive vice-chairman, who is leading negotiations for United is on holiday but is continuing to work on the deal while away.

If Rooney does sign, it will represent a major coup for Woodward and the manager, David Moyes, after the player had determined he wanted to leave for Chelsea after falling out of favour with Moyes's predecessor, Sir Alex Ferguson.

Last season Ferguson constantly referred to Rooney's lack of fitness and the need for him to have regular game-time to be an effective force. It was viewed as an odd comment regarding Rooney, who at 27 should have been enjoying his best years and who was in no doubt he was in prime condition.

Ferguson also continually played Rooney out of position in midfield, which frustrated him, and he was dropped for key matches, including the Champions League last-16 meeting with Real Madrid at Old Trafford last March.

Ferguson made the task of Moyes and Woodward, who replaced David Gill as United's most powerful executive, of persuading Rooney that his future remained at the club even more difficult by claiming the forward had formally asked for a transfer.

After dropping Rooney in what was his final home game as manager, the 2-1 win over Swansea City on 12 May, Ferguson said: "I don't think Wayne was keen to play simply because he has asked for a transfer and I think Rooney wants to think it through in his mind and I think that's a good idea. We're not going to let him go and I think maybe he's a little bit frustrated after being taken off once or twice in the last few weeks."

This was denied by the Rooney camp, with it being stated that the striker had met with Ferguson only for informal discussions to understand how his long-term future was viewed. Privately, the club accept that Rooney never handed in a formal written transfer request.

That meeting between Rooney and Ferguson came before the latter announced he would step down as the United manager. Once Moyes arrived as Ferguson's replacement he began, along with Woodward, to persuade Rooney that his United side would be built around him.

With Rooney wanting to see how the season would unfold under Moyes the club were willing to wait until after World Cup finals to begin any talks over terms.

Once Rooney indicated he was happy under the new manager, enjoying his football and willing to enter discussions about a new deal, the talks were brought forward.