Depravity of the football transfer policy

Football has always evolved — in style, speed, tactics, and technology. But one of the most dramatic shifts over the past two decades has happened off the pitch, in the world of transfers. The value of players today has skyrocketed to the point where solid, promising talents now cost more than proven legends once did. It’s a transformation driven by a mix of business, branding, and booming competition.

One of the most striking examples is the recent transfer of Bryan Mbeumo to Manchester United for a reported fee of 71 million euros. Mbeumo is a talented winger who impressed with Brentford in the Premier League, but he's never been considered among the elite. Yet his price tag exceeds that of Kaka, who joined Real Madrid from AC Milan in 2009 for 67 million euros.

Let that sink in: Mbeumo, a player with no major titles or individual awards, was sold for more than Kaka — a Ballon d’Or winner, a Champions League champion, and one of the finest midfielders of his generation.

This comparison alone speaks volumes about how much the football market has inflated. And it’s not just Mbeumo and Kaka. In 2009, Cristiano Ronaldo, already a global superstar and Ballon d'Or winner, made a then-world-record move to Madrid for 94 million euros. In contrast, Antony, a talented but still inconsistent winger, cost 95 million euros when United signed him from Ajax in 2022.

Even defenders have felt this surge. Harry Maguire’s 87 million euros transfer to United made him more expensive than legendary defenders like Alessandro Nesta, Carles Puyol, or Rio Ferdinand, despite having achieved significantly less at the time of his transfer.

Why Has This Happened?

This isn't just about inflation in a general economic sense — it’s about how the very nature of football has changed.

First, clubs today are wealthier than ever. Thanks to billion-euro broadcasting deals, global merchandising, and the influx of ownership by super-wealthy investors and state-backed funds, clubs — especially in the Premier League — have more financial firepower. That makes it easier to spend big, and harder to negotiate bargains.

Second, there’s a clear shift in focus from proven success to future potential. Clubs are now investing in what players might become rather than what they’ve already accomplished. A 22-year-old with pace and flair is often seen as more “valuable” than a 29-year-old with a Champions League medal. The idea is that younger players can grow, be sold again, or serve the team longer — which makes them more appealing, even at outrageous prices.

Third, the role of marketing and branding has never been more important. Footballers are now global icons, followed by millions on social media, with influence far beyond the pitch. A signing isn’t just a tactical move — it’s a marketing campaign. Players with a strong online presence or "star potential" can generate attention, shirt sales, and sponsorships, making clubs more willing to overpay.

Finally, the globalisation of football has created a much more competitive market. There are more clubs with deep pockets now — not just the traditional giants. As a result, bidding wars have become more common, and prices get inflated quickly. If one club won’t pay 70 million, another might.

A New Era

Today, transfer fees no longer strictly reflect quality or career achievements. They’re a complex result of age, potential, marketability, and timing. That’s why we now live in an era where someone like Bryan Mbeumo can cost more than Kaka, and where average players carry price tags that once belonged to Ballon d'Or winners.

It’s not necessarily wrong — it’s just different. Football has become a global business, and like all industries, value is determined by more than just talent. But for fans who remember the days when legends came cheap by today’s standards, it’s a stark reminder of how far the game has shifted — from the sport we love to the market it has become.