Five questions answered on the cost of the premier league transfer list

Football is big business

Football clubs are often criticised for their extravagant spending on the ‘beautiful game’, and as another Premier League transfer deadline passes it’s been revealed clubs spent twice as much on players this year than last. We answer five questions on the cost of this year’s Premier League transfer list.

How much money has been spent during the course of this year’s transfer window?

After closing at 11pm yesterday about a £120 million had been spent, with £35 million of that frantically spent transfer deadline day.

Net spend this year, which includes money recouped on player sales, was £70m.

How does this compare to previous years?

Well, it’s double what was spent last year, £60 million, but a drop in the ocean compared to what was spent in 2011, which was a record £225m.

Who were the biggest spenders this year?

The biggest spenders were Liverpool, QPR and Newcastle, the three combined contributing to 50% of the January total.

On average the biggest spenders are Chelsea who has spent £12.3m on average since the transfer window tradition started 10 years ago, QPR £11m, Man City £10.9m, Tottenham £9.1m, Liverpool £8.1m and West Ham £5.71m.

Chelsea holds the record for the most ever spent in a transfer window when it dished out £75 million in 2011.

Who were the most expensive players this year?

Mario Balotelli, who went from Manchester City to Milan for £17m, plus £5m add-ons, followed by Christopher Samba from Anzhi Makhachkala to QPR  for £12.5m.

What have the experts said about this year’s transfer spend?

Dan Jones, partner in the sports business group at Deloitte told the BBC:

Clubs have been relatively restrained in their player transfer-fee spending, in spite of the upcoming uplift in their broadcasting revenues.
Clubs are now in a reporting period that will count towards the first assessment of Uefa's financial fair play break-even requirement for international competition, and Premier League clubs are also considering the implementation of additional cost-control regulation at a domestic level.

Harry Redknapp was quoted earlier in the week saying about the transfer process:

There's not that many deals happening. If someone can muscle in on a deal… it's a bit like ice cream sellers when someone has nicked their pitch… in Glasgow! Someone's going to shoot them or something!

Adding:

This transfer window, I have never seen anything like it. Every agent seems to be trying to screw one another. It's like gang warfare out there – it's scary. If you're trying to get a player another agent will try to scupper that deal if he's not involved in it, to try to get you to have one of his. It's unreal, unbelievable. They're all fighting for big money – that's the problem.

 

Photograph: Getty Images

Heidi Vella is a features writer for Nridigital.com

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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA