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Aston Villa’s decision to extend Jhon Duran’s contract has been hailed as a “smart” move by football finance expert Dan Plumley, who believes it will significantly increase the player’s market value. The Colombian striker’s impressive start to the season, scoring four Premier League goals in just 184 minutes of play, has been rewarded with a new deal that keeps him at Villa Park until 2030, as reported by Sky Sports on October 7th.
While it’s uncertain whether this new contract will completely deter potential suitors, Plumley commends Villa for proactively securing their key players’ futures early in the season. Speaking exclusively to Villa News, Plumley stated, “I think it’s a smart move. We’ve seen other clubs doing this – quickly tying down players to new contracts, especially when both the club and the player are in good form.”
Plumley emphasized the relationship between a player’s form, contract status, and market valuation. He noted, “A player’s form and contract status typically drive their market value to some degree. So, it’s sensible to secure players with new contracts early on. More clubs are becoming savvy about this aspect of their internal business operations.”
The expert’s comments suggest that Villa’s strategy could be part of a growing trend in football, where clubs are increasingly proactive in managing their players’ contracts to protect their assets and potentially increase their value in the transfer market.
Duran had been the subject of transfer speculation during the summer window, with West Ham United reportedly having multiple offers rejected for the striker, according to transfer expert Fabrizio Romano on July 25th. However, Villa’s decision to extend Duran’s contract until 2030 is likely to have priced out all but the wealthiest clubs from making a future move for the player.
This contract extension appears to be part of a broader strategy by Aston Villa, who have established themselves as contenders for a top-four finish in the Premier League. Manager Unai Emery and the club’s leadership are likely keen to secure long-term deals for their other top players as well.
By taking this approach, Aston Villa aims to protect their squad from potential raids by the Premier League’s “Big Six” clubs. As Villa continues to improve and challenge for European places, retaining their best talent becomes increasingly crucial to sustaining their success.
This move also demonstrates Villa’s ambition and financial capability, signaling to both players and rival clubs that they are serious about building a competitive team for the long term. It reflects a shift in the club’s status from being a potential selling club to one that can retain and develop top talent.
The strategy of early contract renewals could have multiple benefits for Aston Villa. It not only secures the services of key players like Duran but also potentially increases their transfer value should the club decide to sell in the future. Moreover, it provides stability to the squad and sends a positive message to fans about the club’s long-term vision and commitment to success.
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