Window makes a change – and alters Swans’ outlook.
Transfer deadlines have frequently resulted in unwanted headlines at Swansea City in recent years.
However, in the summer of 2025, Swansea made headlines thanks to some eye-catching transfer activity.
The Championship team spent more money in the window that finished last week than any other since being relegated from the Premier League in 2018.
They have filled all of the gaps highlighted by head coach Alan Sheehan, resulting in a more balanced group than in recent years.
BBC Sport Wales examines a remarkable window and how Swansea’s transfer activity may result in a shift in expectations.
Pushing the boat out
Every club wants to end a transfer window with a stronger squad than when it began. The frequency with which Swansea has accomplished this in recent years is disputed. Several questionable transfers contributed to the club’s relegation from the top division.
Swansea’s financial situation has changed dramatically since their return to the English Football League (EFL), with the club attempting to construct a team capable of winning promotion with a budget that is far from exceptional.
In recent seasons, the Swans have been one of the lowest-paying teams in the second tier, with modest outgoing transfer fees.
Swansea, on the other hand, have overspent this summer to the point where, according to Transfermarkt, they are the division’s second largest net spenders.
IMAGE SOURCE, HUW EVANS PICTURE AGENCYIpswich Town, Southampton, and Norwich City have paid out more than Swansea, although they have also received big incoming amounts.
Only Wrexham, who have paid almost £30 million in alleged starting costs while earning no money back, are thought to have a larger net spend than Swansea.
The south Wales club is said to have spent over £15 million this summer, with Jerry Yates selling for around £1 million and Mykola Kuharevich leaving for a whopping £800,000.
Swansea have relied on large player sales, including Oli McBurnie, Daniel James, Joe Rodon, Flynn Downes, and Joel Piroe – to go some way towards balancing the books, but no major fee was received in this summer’s window.
A stronger hand for Sheehan to work with
Swansea’s ambitious approach has resulted in a roster that provides Sheehan with alternatives all over the pitch.
Swansea’s new owners, bolstered by the arrivals of Luka Modric and Snoop Dogg as co-investors, have partnered with a new group of key personnel to bring in 12 new signings, four of whom are on loan.
It should be mentioned that Swansea have lost numerous players, notably Harry Darling, Joe Allen, and crucial loan acquisition Lewis O’Brien, but few would dispute that they are weaker now than they were in May.
IMAGE SOURCE, HUW EVANS PICTURE AGENCYSwansea lost Harry Darling on a free transfer this summer, but have brought in three new central defenders in Cameron Burgess, Ricardo Santos and Kaelan Casey
Sheehan has four centre-backs and backup full-backs, while central midfield options are plentiful.
The signings of Zeidane Inoussa and Manuel Benson mean there will be decisions to make out wide, while Adam Idah will battle for game time in attack with Liam Cullen, the in-form Zan Vipotnik, and youngster Bobby Wales.
Swansea paid an initial cost of £6 million for Idah’s transfer from Celtic, the highest fee paid by an EFL team since Andre Ayew returned from West Ham for £18 million in January 2018.
Former Swansea managers Luke Williams and Russell Martin, as well as Steve Cooper and Graham Potter, all believed they could have done more at the club if they had spent a little more money on transfers.
Greater expectations
The cost of such large transfer fees is an increase in expectation levels. Swansea finished 11th last season, alleviating relegation fears for the second year in a row, thanks to a thrilling conclusion. They were 14th in 2023-24, 10th in 2022-23, and 15th the year before.
Prior to that, Cooper led Swansea to two play-off campaigns, in 2020 and 2021, as well as a 10th-place result in their first season back in the second tier. Swansea have never been expected to win promotion, and this will not change in 2025-26.
Sheehan, on the other hand, has consistently expressed a desire to improve, claiming that he only signed a long-term contract in April after being guaranteed that the club’s aspirations matched his.
IMAGE SOURCE, HUW EVANS PICTURE AGENCYSwansea are seventh in the early-season table having lost only one of their four league games so far
As Swansea prepare to return to action following the international break against Hull City on Saturday (15:00 BST), the ultimate goal for everyone involved is to get another shot at the Premier League.
While no one expects that to happen within the next year, there may be a sense – both within the club and among fans – that the goalposts have shifted slightly this summer.
Swansea now have the means to capitalise on their late-season success last year. That means a season spent in the top half of the table, with hopes of breaking into the top six.
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