The Importance Of ‘Timing’ And ‘Time’ In Modern Football

5 July 2026

By M J Kocx 

Timing and time.

Two crucial factors in determining the success of a football club. 

Both on and off the field.

But what do they actually mean?

Well, this article suggests that the best run clubs find a happy balance between both. 

Let us consider timing and time in the context of football player transfers.

Football clubs are well aware that investing in a player(s) with upside potential is bound to provide a decent return on investment (ROI) to the football club. 

If only it were that simple. 

This author considers that football player transfers and transfer windows are akin to stock markets. The principles overlap between the two.

With both, the idea is to buy low a player or stock and sell them for a higher price later. 

With both, passive income may be secured. 

In terms of the stock market, this done by way of dividends. 

In terms of a football club, this may be done by either loaning out a player to another football club for a fee, or, receiving a future profit by way of a player sell-on clause. 

A sell-on clause is a provision within a player’s contract that if they are sold to a third party, a portion of the transfer fee is paid to the original selling club. 


Time 

This article proposes that the best run football clubs understand the impact of time on a player’s value, trophies, increased fanbase and ticketing sales. 

Time can mean many different things in a football context. 

In this author’s view, time means the long-term (the next 5, 10 and 20 years). 

The best run football clubs do not see time as the next 2, 6, or 12 months. 

They view it as a long runway. 

With their decision-making and investments, they adopt a long-term horizon. 

No quick fixes. No panic buying. 

Every managerial appointment. Every player loan. Every transfer decision. 

All of these serve a purpose. 

Pieces in solving a larger jigsaw puzzle. 

Why then is modern football awash with clubs under the cloud of financial debts and instability? 


Perhaps, the answer lies in considering the timing of football decision-making. 


Timing 

When a football club purchases a player, one would fairly assume the football club has done its due diligence. That the football club has carefully assessed the player’s medical history, career progression, work ethic, and compatibility to the club’s brand and style of football. 

However, the answer is not so simple. Timing frequently eludes clubs. 

Let us consider the traditional giants of the English Premier League (EPL). The Big 6.

Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur. 

Their timing must differ from that of the other football clubs that make up the English Premier League. 

After all, the Big 6 are victims of their own historical success, massive global fanbases, sustained financial dominance, and consistent contention for silverware. Their fans and major sponsors crave current league status and competitiveness. 

More silverware. More glory days. More world class players. More investment. 

Naturally, this means that the Big 6 are frequently caught trying to time the transfer market. They are forced to aggressively participate in the transfer market, and acquire footballers who are either reaching the peak of their careers, or are in top form for their respective football clubs. 

As a consequence, the situation the Big 6 find themselves in is akin to that of day traders. They chase short-term gains and jump on players(stocks) which are hitting new highs. This approach not only has the potential to be disastrous, but can also set back the football club’s financials by months, or even years. 

The timeframe for recruiting talented, established players is narrower. 

High risk, high reward. 

Longer-term, like overhyped or overvalued stock purchases, these player transfers may not go as planned. That same player who had one amazing season, or cup run may never play for the first team again. 

So, what happens to the football club, if the player does not reach new heights? The football club is left with a mountain of a bill, and a depreciating player.  

In contrast, smaller EPL clubs like Brighton & Hove Albion F.C., Brentford F.C, and Sunderland A.F.C have a different timing scenario. In contrast to the Big 6, these football clubs have not won major silverware or trophies in the modern football era.  

Their fans and sponsors acknowledge that they cannot presently compete with the Big 6 in terms of financial dominance and global reach. To achieve long-term success, they realise it must be done so in a sustainable and responsible manner. 

The answer is not to splash the cash and paper over the cracks. Long-term success is achieved through patience, diligent investing, and cunning business acumen. 

Players are recruited on the basis that they are long-term pillars of the football club. 

Should another football club wish to buy any such player, the timing must be right. The transfer fee must be right. The incoming player to replace the departing player must be right. The buying football club must be right. If all these elements are met, the football club ends up with a handsome ROI, or net transfer profit. 


Timing and time. 

Often overlooked, but so critical. 

Even one wrong transfer decision can set a football club’s finances back millions. 

Undermining the long-term football project. 



From

Yours truly,