When hundreds of millions of dollars can no longer buy a star

European football is going through a tumultuous transfer era, where money - once seen as the ultimate weapon - seems to have lost its absolute power.

Liverpool are the clearest proof this summer. Despite putting up to 140 million euros on the table to get Alexander Isak, the Merseyside team still received a cold head shake from Newcastle. In the context of owners from Saudi Arabia and Qatar "changing the rules of the game", hundreds of millions of euros are no longer as attractive an invitation as before.

New era of football

For more than a decade, European football has been awash with crazy transfer deals, where a young upstart would only need a few impressive debuts to get the big clubs to open their wallets for tens of millions of euros. However, the wave of investment from Saudi Arabia and Qatar is disrupting that order. As their financial power far exceeds the concept of profit, keeping a star is no longer dependent on the sale price.

Liverpool know this better than anyone. This summer, the “Reds” made an impressive transfer with Wirtz, Frimpong and Kerkez. But Isak - the “final piece” that coach Arne Slot wanted to bring to Anfield - became an impossible deal. Newcastle, backed by oil capital, did not need 140 million euros, nor did they even consider selling Isak, who has a contract until 2028.

The Premier League has long been considered a promised land, a “magnet” attracting top stars thanks to its enormous financial potential. Just looking at the summer transfer window of 2025 is enough to see the difference: Villarreal and Real Betis - the two teams ranked 5th and 6th in LaLiga - have only spent a total of 17 million euros. Meanwhile, the three Premier League newcomers Sunderland, Burnley and Leeds have spent up to 225 million euros (115.9 million for Sunderland, 73.95 million for Burnley and 35.6 million for Leeds).

Liverpool spend big to sign Florian Wirtz.

However, even the “rich guys” in England like Liverpool or Man United are sometimes blocked by an impenetrable “wall”: the ownership of billionaires from Saudi Arabia and Qatar. They do not need to sell players to rotate capital, do not need to negotiate to make profits. Sometimes, the story is no longer about how much money, but “Do we want to sell or not?”.

Liverpool’s story is not an isolated case. Real Madrid went through a similar situation with Kylian Mbappe. Despite being willing to pay nearly 200 million euros to PSG, “Los Blancos” were still flatly rejected. President Nasser Al-Khelaifi and the Qatari owners would rather let Mbappe expire than sell him at any price.

Barca also “tasted” the bitter taste. Although they had once shocked the world with the Neymar deal (222 million euros from PSG), a few years later, even the desire to recruit Bernardo Silva from Man City became powerless. Partly because of the dire financial situation, partly because Man City - with its terrible financial strength - was not swayed by money.

These stalled deals reveal a new reality: Middle Eastern owners do not see players as mere “business assets” but as symbols of power, as tools to assert their position in football. Newcastle’s refusal to sell Isak is a statement that they do not want to be a “launching pad” for bigger clubs, but rather a real force in both the Premier League and Europe.

Isak is likely to stay at Newcastle.

Liverpool, accustomed to the “spend money to have it all” mentality, are now forced to change their approach. Plan B is being considered, but it is clear that it will not be easy to find a complete striker like Isak, who possesses both physical strength, diverse finishing ability and the potential to become a top striker in Europe.

Where is football going?

When money is no longer the “ultimate power”, transfer deals require wisdom and long-term vision. The days of “rescue” by injecting huge amounts of money may be over.

Even rich teams like PSG, Newcastle or Man City do not buy and sell just to make a profit. They want to build a dynasty, to enhance their brand, and above all, to win in their own way.

The stories of Liverpool’s Isak, Real Madrid’s Mbappe and Barca’s Bernardo Silva are stark reminders that European football has changed. The market is no longer just an economic battle, but a stage for power, ambition and strategic vision.

The football transfer market is at a crossroads. More money doesn't always mean more options.

When Middle Eastern owners take over, the value of a player is not just about numbers, but also about the powerful messages behind them. Liverpool will not stop, nor will Real Madrid or Barca. But they will have to learn to adapt to a world where “€140 million is like the blink of an eye”.

Football is no longer just a numbers game. It has become a mind game - where money is just one part, and desire is the final deciding factor.

Source: https://znews.vn/khi-tram-trieu-usd-khong-con-mua-duoc-ngoi-sao-post1569882.html