Why transfer fees impact footballers differently – a psychological perspective
News Images LTD / Alamy Stock Photo. Jack Grealish joined Manchester City from Aston Villa in a £100m deal in August 2021.
Football transfers grab attention not just because of the players changing teams, but because of the massive amounts of money involved. When a club spends £100 million on one player, that price tag follows them everywhere – on to the pitch, into press conferences, and even into their own head.
But why does that price tag matter so much? And why do some players thrive under the weight while others struggle?
Why some struggle
Psychological burden
When a club spends big money on a player, it’s not just about their skill – it’s about the expectations that come with that price tag. Experts call this “evaluation apprehension,” where players become overly aware of being judged based on how much they cost.
Dr. Mustafa Sarkar, a performance psychologist who works with top athletes, has often pointed out how the pressure of a big transfer fee can affect performance. Players feel the need to prove their worth right away, which can lead to overthinking and anxiety on the field.
This pressure often shows in how players behave. A striker who’s worth £100m might take a wild shot from an impossible angle to score a show-stopping goal instead of making the simple pass. A defender with a high price tag might go for a risky tackle to prove themselves instead of sticking to their position.
It’s a concept backed by self-consciousness theory: when players become too aware of themselves and how others are judging them, it can mess with their natural flow of play.
Media’s magnifying glass
A big transfer fee doesn’t just bring expectations – it also means being under a microscope. Every touch, pass, and decision gets picked apart, with everyone asking “Is this really what £50m buys you?”
When Jack Grealish made his £100m move from Aston Villa to Manchester City in August 2021, he saw the hefty price tag as a sign of his talent. “It doesn’t put pressure on me whatsoever. I take that as a compliment – I actually like it. I think it’s a good tag to have.”
But a year later, he admitted that the massive fee came with a lot more media attention, which was tough to handle. Even though it pushed him to perform better, he said, “If I was worth £20m, I think I could play games, not have a good game, and people wouldn’t say a thing. But because it’s £100m, everyone talks about it.”
“If I was worth £20m, people wouldn’t say a thing. But because it’s £100m, everyone talks about it.”
Why some thrive
Mental toughness
Research in sports psychology shows that mental toughness – especially the ability to see pressure as a challenge, not a threat – is a major game-changer.
Players with strong mental resilience often view their hefty price tags as a sign of confidence rather than a burden. Take Grealish when he moved to Man City, or Cristiano Ronaldo, who said after his record transfer to Real Madrid: “If they pay that much for one player, it’s because he’s worth it.”
Support systems
Clubs that provide solid psychological support tend to see better results on the field. Teams like Man City and Liverpool have invested heavily in sports psychology departments to help players manage the pressure that comes with big moves.
The most successful clubs understand that mental wellbeing is just as important as physical training when it comes to performance.
Personal circumstances
Off-the-pitch factors play a huge role, too. Moving to a new country, learning a new language, and adjusting to a new tactical system all add to the pressure of a big transfer fee.
Sports sociologists have found that players making moves within the same league tend to adapt more quickly than those making international transfers, no matter the size of the fee. That’s why some Premier League-to-Premier League transfers seem less risky compared to smaller signings from overseas.
“I can’t control what people think about my transfer fee. I can only control my preparation, my attitude, my effort.”
Elite mental strategies for everyone
The best footballers don’t just handle the pressure of their price tags – they use it as motivation to achieve greatness. Their mental strategies offer valuable lessons for all of us.
Top players like Kevin De Bruyne talk about compartmentalization: the ability to separate external expectations from their personal standards. As the Belgian midfielder once put it: “I can’t control what people think about my transfer fee. I can only control my preparation, my attitude, my effort.”
Sports psychologists have identified several techniques used by elite performers. These include:
Reframing: Turning pressure into privilege. The most resilient athletes see their high price tags not as a burden, but as recognition of their exceptional talent.
Process focus: Elite players focus more on the processes that lead to success – things like consistent physical training and mental conditioning – rather than obsessing over outcomes like goals, assists, or wins.
Selective attention: Top athletes develop the ability to filter out unnecessary noise. They consciously choose which feedback is worth their attention, allowing them to take in criticism without letting it overwhelm them.
Identity balance: Players who maintain rich lives outside of football tend to handle criticism better. Their self-worth isn’t solely tied to proving their price tag or on-field performance.
“Pressure is what you live for... if you want to be successful in football, you have to learn to handle it.”
Universal tools
These mental strategies aren’t just for footballers with big price tags – they’re for anyone who’s ever felt the pressure to prove themselves. Whether you’re starting a new job, launching a project, or stepping into a role where others are counting on you, the psychology behind handling pressure remains the same.
Top players don’t just manage expectations – they use them to level up. As Sir Alex Ferguson once said: “Pressure is what you live for... if you want to be successful in football, you have to learn to handle it.”
Figuring out how to handle that pressure is key to turning outside expectations into something that works for you. That’s how you find your freedom, even when all eyes are on you.
