The need to remain commercially successful in the Premier League has never been more prominent than it is right now, and with global markets dictating revenues it’s no surprise that transfer policy is often shaped by supporters across the world.
Juventus signed Cristiano Ronaldo this summer in a deal which was made with both footballing and commercial interests in mind, but in 2014 Daniel Levy decided to take a much more low key commercial signing with the interests of attracting a stronger fanbase in America firmly at the forefront of his thinking.
With interest in soccer rising across the Atlantic, Levy recognised the need to capitalise on a growing market by signing one of the nation’s brightest young talents, DeAndre Yedlin.
Little was known about the man who cost Tottenham just £2.34 million in 2014, and it’s fair to say he did little to raise his profile in north London.
Following an unsuccessful time with the club, Newcastle United decided to capitalise on his availability as they signed him in a deal worth £5.31 million in 2016.
In response to reports, the Tottenham supporters turned out in their numbers to hail Daniel Levy for his shrewd negotiation skills as he secured a decent profit on the departing American.
Yedlin – 12 minute appearance for Spurs.
Prichard – 1 x PL appearance.
— Ricky Sacks (@RickSpur) August 24, 2016
£5m for Yedlin? Levy is a genius https://t.co/e7JhHyVoFI
— Philip Marsden (@Parsden) August 23, 2016
Levy has put a shift in getting £5m for Yedlin
— Richard Snatt (@RichardSnatt) August 24, 2016
£5 million for Yedlin, what a man Levy is
— Luke Rumble (@LukeRumble94) August 24, 2016
It’s clear that from day one Yedlin wasn’t good enough. A PR stunt gone wrong for Levy. If the fee is £5m though then we’ve made a profit
— ᒍᗩᗰᕮS (@jmscant) August 24, 2016
Man knows how to turn that profit!
— el wehbi (@ibleedhotspur) August 24, 2016
So Daniel Levy managed to get £13m for Pritchard & Yedlin. They played about 30mins combined for Spurs first team! Well played Daniel
— Jon Mannings (@jonthfc) August 24, 2016
— Nicholas A. Kosar (@nakosar) August 24, 2016
Fast-forward more than two years and it’s fair to say that Levy was well within his rights to cash in on Yedlin when he had the chance, as the 25-year-old is below the level that the club need to challenge for the Premier League title.
In fairness to Yedlin he has managed to develop into a decent footballer at this level in a team where he is so often let down by the players in front of him, but he couldn’t have challenged the likes of Kieran Trippier and Serge Aurier for a starting berth under Mauricio Pochettino.
Levy’s first dip into the American market didn’t have the desired effect, and if he wishes to boost Tottenham’s popularity across the pond he may need to turn towards Christian Pulisic to really transform the club’s international status.
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