David Moyes Rejected West Ham Move for Superstar in 2021, Now He’s Worth £82 Million
In 2021, West Ham United were on the verge of a potential transformation, riding high under manager David Moyes. They had qualified for European competition and were eyeing the transfer market for players who could strengthen their squad. Yet, in a critical decision that would later cause some regret, Moyes reportedly rejected the chance to sign a player who is now worth £82 million—a missed opportunity that has fans and pundits alike wondering what might have been.
The player in question? None other than Dusan Vlahovic, who at the time was an emerging striker for Fiorentina. Two years later, Vlahovic is now one of Europe’s top forwards, playing for Juventus and commanding a price tag that reflects his meteoric rise. This decision, once seen as a pragmatic one, now offers a fascinating case study on the volatility of football transfers and the importance of foresight in talent acquisition.
The 2021 Transfer Window: A Time of Promise and Caution
In the summer of 2021, West Ham was in a promising position. After securing Europa League football with a 6th-place finish in the Premier League, there was pressure on the club to build on that momentum. Moyes had crafted a team capable of competing with the top sides, and there was excitement about the club’s prospects going forward. However, West Ham’s budget wasn’t limitless, and Moyes, known for his pragmatic approach to the transfer market, was careful about where he allocated funds.
Reports emerged that Moyes was offered the chance to sign Vlahovic, then just 21 years old, for a significantly lower price than he would command today. At the time, Vlahovic was coming off a breakout season in Serie A, where he had scored 21 goals in 37 appearances for Fiorentina. Despite his obvious talent, the Serbian striker was still considered a raw prospect—someone with potential but not yet fully established at the elite level.
Moyes, focused on immediate impact players, reportedly felt that the move for Vlahovic was too risky. West Ham had been heavily reliant on Michail Antonio as their primary striker, but injuries and age were starting to take their toll on the Jamaican forward. The Hammers needed reinforcements up front, but Moyes seemed to prefer a more experienced, proven forward for the rigors of Premier League football.
Why Moyes Passed on the Opportunity
Moyes’ decision to pass on Vlahovic can be understood in the context of the club’s overall strategy and financial situation at the time. West Ham had made significant investments in key players like Jarrod Bowen and Tomas Soucek, both of whom had become integral to the team’s success. With limited resources, Moyes likely believed that Vlahovic—who had yet to prove himself in one of Europe’s top leagues—was too much of a gamble.
Additionally, Moyes’ tactical system relied heavily on work-rate and physicality, particularly from his strikers. Antonio, despite his injury troubles, had epitomized this style of play, bullying defenders and pressing high up the pitch. It’s possible that Moyes questioned whether Vlahovic, who was still adapting to the demands of top-level football, could fit seamlessly into West Ham’s system.
There was also the question of whether Vlahovic, at that stage in his career, would have been content with a move to a club like West Ham. His star was rising rapidly, and bigger clubs were beginning to circle. In the end, Moyes and the West Ham board decided to prioritize other areas of the squad, passing up the opportunity to sign a player who would soon explode onto the European scene.
Vlahovic’s Rise to Stardom
Since Moyes turned down the chance to sign him, Dusan Vlahovic’s career trajectory has been nothing short of spectacular. After another blistering season in 2021-22, in which he scored 17 goals in just 21 Serie A appearances, Vlahovic earned a big-money move to Juventus in January 2022. The deal, reportedly worth £62 million, saw Vlahovic become one of the most expensive transfers in Serie A history.
At Juventus, Vlahovic continued to develop into one of the most lethal strikers in Europe. His ability to score from a variety of positions—whether with his head, from long range, or in the box—made him the focal point of the Bianconeri’s attack. By 2024, Vlahovic’s market value had surged to £82 million, a testament to his consistent performances at the highest level and his potential to become one of the best in the world.
For West Ham fans, watching Vlahovic’s rise has been bittersweet. On one hand, there’s admiration for the talent that the Serbian has become. On the other, there’s a sense of “what if?” Had West Ham taken the chance on him in 2021, they could have had one of the top strikers in Europe leading their attack. Instead, they’ve had to watch from afar as Vlahovic’s value and reputation continue to soar.
The Impact on West Ham
The decision to pass on Vlahovic has had a lasting impact on West Ham. While Moyes has done an admirable job of maintaining the club’s competitiveness, the Hammers have struggled at times to find a reliable goalscorer. Michail Antonio, despite his heroics, has been plagued by injuries, and other forwards like Sebastien Haller, who was sold to Ajax in 2021, failed to live up to expectations in the Premier League.
In the seasons that followed, West Ham has had to rely heavily on goals from midfielders like Bowen and Soucek. While this approach has worked to an extent, the lack of a prolific striker has been a glaring issue. The club’s inability to break into the top four or make a deep run in European competitions has, at times, been attributed to their struggles in front of goal.
Had Vlahovic been in the squad, it’s easy to imagine West Ham competing at an even higher level. A striker of his quality could have been the difference in tight games, particularly in Europe, where the Hammers have often come up just short against top-tier opposition.
Moyes’ Transfer Philosophy: Risk vs. Reward
Moyes’ decision not to sign Vlahovic fits within his broader transfer philosophy. Throughout his career, Moyes has been known for his cautious, pragmatic approach to transfers. He prefers players who fit his system and are proven in the leagues they are coming from. This has served him well in many instances—players like Bowen, Soucek, and Vladimir Coufal have all been excellent additions to the squad.
However, the Vlahovic situation highlights the potential downside of this approach. In modern football, clubs often need to take calculated risks on young, unproven players who have the potential to become world-class. The transfer market is increasingly volatile, and players’ values can skyrocket in a matter of months. While Moyes’ caution has helped West Ham avoid costly mistakes, it may have also caused them to miss out on a generational talent in Vlahovic.
A Lesson for the Future
The story of Moyes and Vlahovic offers a valuable lesson for West Ham as they continue to navigate the transfer market in the coming years. The club has ambitions of breaking into the Premier League’s top four and becoming a regular in European competitions. To achieve these goals, they may need to be bolder in their transfer dealings, willing to invest in young players with high ceilings, even if they come with some level of risk.
Ultimately, Moyes’ decision in 2021 was made with the best interests of the club in mind, and there’s no doubt that he has West Ham moving in the right direction. However, as Vlahovic’s £82 million valuation now shows, sometimes the biggest rewards come from taking the biggest risks.