According to a report by the Daily Mirror's Martin Lipton, Chelsea have revamped their efforts to get a deal in place for Rooney, who has yet to be offered a contract extension from the Red Devils despite a stellar 2013-14 campaign to date.
The 28-year-old has logged 10 goals and 10 assists in 19 appearances for United, who are ninth in the English Premier League table amid a difficult transition from legendary manager Sir Alex Ferguson to first-year boss David Moyes.
In addition to thriving in the EPL, Rooney is finding success in the Champions League—which may not be in the cards next season if the Red Devils can't turn things around quickly.
That could be a big factor in Rooney's decision of whether or not to stick with United.
Leaving Old Trafford wasn't in the cards for Rooney last summer, when Chelsea made two separate offers that were rebuffed, per BBC Sport's Ben Smith. The first offer was £20 million, while the second one was £25 million—not quite enough to land a player of Rooney's reputation and caliber.
Goal.com's Greg Stobart reported on Wednesday that Rooney had rejected any attempts United have made to negotiate an extension. Stobart's source on the matter expressed that Rooney's strong performance this season and his contract with only 18 months remaining give him all the leverage.
"Wayne is resisting any and all attempts from the club to talk about his contract situation. He knows, more than anything, that with his contract running down and in the form that he is in, he holds all the aces," said the source.
That is perhaps an indicator of Rooney's discontent, because the Red Devils were prepared to offer him a four-year deal worth £52 million to squash the Stamford Bridge speculation, per the Daily Express' James Dickenson on Nov. 15.
Also reporting for the Daily Mirror, David McDonnell noted on Thursday that United aren't pressing despite the transfer speculation mounting, particularly with regard to the rival Blues.
The lack of urgency from the front office may be due to Rooney's refusal to even discuss the contract, but it also opens up access for Chelsea to make another bid.
Instead of landing Rooney last summer, the Blues settled for Demba Ba in a January transfer. Ba has not lived up to his billing after a brilliant 13-goal season with Newcastle United last year.
Forwards Fernando Torres (one goal in 11 appearances) and Samuel Eto'o (two goals in nine appearances) also have not produced for manager Jose Mourinho on the attack.
That only heightens the incentive to chase Rooney yet again.
If Rooney can maintain the form he's flashed this season and throw himself into the mix with such a talented supporting cast, he should be able to land and deliver upon a lucrative payday.
In the meantime, any improvement up front from Chelsea's current personnel and a high finish in the EPL will bode well for them ahead of the summer courtship of Rooney.
Their current No. 3 slot in the table and the obvious interest both past and present should also attract Rooney with regard to the Champions League.
All the factors are in place for Chelsea to make a successful transfer acquisition next summer to bring Rooney to Stamford Bridge. It's up to them to meet the asking price this time.
Note: Statistics are courtesy of FoxSports.com.