January Transfer Window: Analyzing Key Signings in Men’s Football

Premier League teams have set a new benchmark by investing a staggering £3 billion ($4 billion) during the latest summer transfer period, surpassing the previous record of £2.36 billion ($3.2 billion) set two years ago. As the January transfer window approaches, there’s curiosity whether this trend will continue. Below are evaluations of notable confirmed transfers in men’s football, organized chronologically and by transfer fee.

All financial figures listed are reported estimates unless marked with an asterisk.

January 2

BRENNAN JOHNSON

£35m ($47m)
Tottenham Hotspur: A
Crystal Palace: B-

Brennan Johnson had two fruitful seasons with Tottenham, utilizing his speed and goal-scoring ability to secure a significant role under former manager Ange Postecoglou, culminating in a decisive goal in the Europa League final. However, with Thomas Frank now at the helm, Johnson’s opportunities have diminished, resulting in only eight starts across the Premier League and Champions League. Crystal Palace provides a favorable environment for him, especially as they require fresh talent due to injuries and a tight roster. Johnson’s swift counter-attacking style aligns well with the team’s strategy.

NICLAS FÜLLKRUG

Loan with a €5m ($5.87m) option
West Ham: D
AC Milan: A

Niclas Füllkrug joins the lengthy list of West Ham forwards whose performances have fallen short over the last decade. Following an injury-prone 2024-25 season, his struggle to reestablish himself continues. For West Ham, shedding his salary is beneficial, but there is uncertainty as Milan’s option to buy does not guarantee a resolution. Conversely, AC Milan has capitalized on a risk-free arrangement that strengthens their attacking unit, fitting into manager Max Allegri’s approach. If he can maintain fitness, Füllkrug may secure a permanent move for a modest €5m.

January 1

ENDRICK

Loan
Real Madrid: A
Lyon: A

The opening significant transfer deal of January is advantageous for all involved. Endrick found limited action with only 99 minutes across all competitions for Real Madrid, relegating him to a fourth-choice striker role. To enhance his prospects for Brazil’s 2026 FIFA World Cup squad, regular playing time is essential. Lyon welcomes Endrick on a loan, with reports indicating they will cover half his wages and ensure he participates in numerous matches—an appealing arrangement given their striker has only netted twice in the current Ligue 1 season.

ALYSSON

£8.7m ($11.7m)
Grêmio: C+
Aston Villa: B+

Alysson is heralded as an intriguing attacking prospect, boasting good one-on-one capabilities and a commendable work rate defensively. This move comes at an early juncture in his career, driven by Grêmio’s severe financial challenges that provided an opportunity for the Premier League side. Aston Villa’s need for a player of his profile as they approach 2026 makes this acquisition sensible. The key factor remains how quickly he can adapt and make an impact in the first team, given the substantial step up he is taking.