Unai Emery believes Aston Villa’s smart trading in the transfer market will be critical for staying competitive at the top of the Premier League and in European competitions.
After Villa’s fourth-place finish last season, the club needed to generate funds before June to comply with the Premier League’s Profit and Sustainability regulations. Consequently, Douglas Luiz was sold for £42 million, while academy graduates Tim Iroegbunam and Omari Kellyman brought in around £30 million collectively.
With Champions League qualification placing additional financial strain on Villa due to UEFA’s squad cost ratio rules, Moussa Diaby was sold to Al-Ittihad for £50.5 million. Emery emphasized that Villa must find ways to increase revenue to compete with the Premier League’s elite. However, Villa’s current commercial standing does not yet match that of the ‘big six’ clubs, requiring them to adopt a strategic approach to challenge consistently.
“We’re working to build a competitive and consistent team, with a strong foundation in all areas,” Emery explained. “Our goal is to increase our budget through the Champions League, Premier League, and smart player transactions.”
Emery acknowledged that Villa’s budget still trails the league’s wealthiest clubs, creating a challenging gap. However, he remains optimistic about bridging it through efficient player development and tactical improvements.
“We can’t afford to replace one player with another simply by spending large sums. Instead, we must make intelligent decisions in buying and selling players, while also developing our players individually and collectively,” he noted.
Villa faces Tottenham on Sunday, a team they have outperformed in the last two seasons. Since Emery’s arrival at Villa Park two years ago, only Manchester City, Liverpool, and Arsenal have earned more Premier League points than Villa. With a strong start to this season, Villa has the chance to reinforce its position in the top four in their 10th league match on Sunday.
Reflecting on the season so far, Emery said, “Our message from the beginning has been to maintain this level, which is a major challenge. Now we’re fourth in the table, competing with Arsenal and two other top teams, while clubs like Chelsea, Tottenham, Newcastle, and Manchester United are close behind. Our goal is to remain consistent over the 38 matches, matching last year’s success.”
Emery also touched on the long-term goals for Villa, which include sustaining performance levels in multiple competitions. He highlighted the importance of depth, naming key players like Tyrone Mings, Boubacar Kamara, Emi Buendia, Diego Carlos, Ian Maatsen, and Joe Gauci, who he expects to play significant roles throughout the season.
“This isn’t just about a single match but an entire season’s journey,” he added. “I’m focusing on each game but also on how we can maintain strength and consistency. That’s the goal, not just for now but for every week, each match, as we aim to contend in different competitions.”