Aston Villa approach the new Premier League season with a transfer strategy shaped as much by financial realities as footballing ambition.
Navigating the twin pressures of Profit and Sustainability Rules (PSR) and UEFA’s stricter Squad Cost Rules (SCR), the recruitment team have been forced to think fast, adapt plans, and bide their time — often waiting for departures before making signings.
00:00As the Villa approach the new Premier League season with a transfer strategy shaped as much by financial realties as footballing ambition.
00:10Navigating the twin pressures of profit and sustainability rules and UEFA's stricter squad cost rules, the recruitment team have been forced to think fast, adapt plans and bide their time often waiting for departures before making signings.
00:28What began in May as a clear wish list, a right footed centre back, a right back, a winger and a forward has been complicated by budget constraints.
00:40The only firm pursuit so far has been Toulouse defender J.D. Kamvot whose first bid was rejected.
00:46One senior signing has arrived as a backup goalkeeper Marco Bizot while other players and potential moves such as Real Betis' Jesus Rodriguez stalled before gathering momentum.
00:58Selling players like Leon Bailey, Alex Moreno or Leander Dendonka could have freed over £100,000 a week in wages, paving the way for reinforcements.
01:08But no major outgoings have materialised and Villa's recruitment remains reactive rather than proactive.
01:15This situation has surprised some behind the scenes, even if they accept that Unai Emery may view certain positions as already covered.
01:23Speculation persists around star Emilio Martinez and Oli Watkins as Manchester United have made approaches, including a cheeky loan request for Martinez, but Villa remain firm on keeping both.
01:37Watkins, frustrated by reduced minutes last term, is still highly valued for his professionalism and influence.
01:44Contract talks are ongoing also for Morgan Rodgers and Jacob Ramsey.
01:48Well, Bibikar Kamara has committed until 2030.
01:53Still, Villa have shown in previous windows that they can thrive amid turbulence.
01:57Their ability to react quickly, make smart calls under pressure and integrate signings at short notice will be tested once again.
02:06When the market finally moves, Villa will be ready.
02:09But until then, the waiting game continues at Bodymore Heath.
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