Even though he has played just ten minutes since Boxing Day, Jhon Duran is still the center of attention for Aston Villa.
The Colombian's glorious unpredictability makes him one of Europe's most eye-catching players. And off the field it's just as difficult to know what will happen next.
In this transfer window, Villa has announced that Duran is not for sale, following a substantial offer from West Ham on Monday and interest from Paris Saint-Germain.
Boss Unai Emery said last week that he wants to keep the 21-year-old at the club for the next decade, adding the caveat: 'I don't know if we (Duran and Ollie Watkins) will be here for a while. It will take a long time, but hopefully it will happen.'
But in such a delicate relationship, those opinions can change from day to day. Mail Sport understands that in late 2024, clubs across Europe believed Villa would listen if they made an offer.
Although the price was high, probably second only to Jack Grealish's £100 million move to Manchester City in the list of Villa's record sales, Duran's admirers were confident Villa would be willing to do business.
It seems strange. Why would a club still involved in this season's Champions League, where a win in Monaco on Tuesday would likely put them in the last 16, consider selling their top scorer, especially when he is one of the most exciting young players in the world?
The answer is complex. Like many clubs, Villa must keep a close eye on Premier League spending rules. They only escaped a possible points deduction this season by selling Brazilian midfielder Douglas Luiz to Juventus at the end of August.
It is expected to be another tight battle for many clubs, including Villa, when they submit their next accounts in late May or June.
Selling Duran, who tops the Premier League charts with 86 minutes per goal – ahead of Mo Salah, Alexander Isak and Erling Haaland – would likely solve Villa's problems with the Profit and Sustainability Rules (PSR) in one fell swoop.
His profile is the dream of every top club: a young, fast, powerful striker who makes a lot of shots and has a lot of room for improvement.
Former Villa sporting director Johan Lange signed Duran from MLS side Chicago Fire for around £17 million two years ago. He's now worth considerably more than that.
It still begs the question: why sell it in the first place? Again, the answer is complex. Duran's strengths can also be weaknesses. There is an unstructured quality to his play and behavior which, while entertaining for the neutral side, sometimes means he can be difficult to coach and manage. With some players, coaches know exactly what they are getting from day to day. Duran is not that guy.
Not long after signing a new contract with a huge pay rise, Duran punched and kicked the seat in front of him shortly after being substituted in a Champions League match against Bologna. He had just scored and was angry about being replaced by Watkins.
Emery played it down, but these are incidents managers can live without. Since Duran's red card at Newcastle on Boxing Day, Watkins has regained his starting spot and has scored in the last two games.
A year ago, Villa were close to signing Duran on loan to another English club, but the club had to reconsider because they doubted how well Duran would fit into their dressing room. Last summer, Villa were desperate to find a buyer for Duran, who would have moved to West Ham had they offered around £40 million.
Of all the clubs informed about Duran, PSG showed the most interest. The French champions are desperate for a number 9 and may reconsider this deal – if not now, then in the summer. If Duran continues to do well in the Champions League, Villa could demand a higher fee.
After serving his three-match ban for the red card at Newcastle last month, Duran was back in the Everton squad last Wednesday but did not leave the bench as Watkins scored the only goal. He was then a late substitute for Watkins in the 2–2 draw at Arsenal.
Meanwhile, Emery remains desperate for reinforcements and this is where transfer chief Monchi earns his salary.
In an era of data-driven, process-driven recruitment, Monchi is a return to the future. The Spaniard is an old-fashioned dealmaker who tries to keep multiple plates spinning. He has a huge network of contacts and can quickly switch from one goal to another. Plans can change in an instant. It can be a wild ride, especially with PSR in the background.
Villa thought they had a deal for Donyell Malen almost two weeks ago, but Mail Sport understands Borussia Dortmund tried to renegotiate the price when they learned Ipswich would pay Villa a similar fee for Jaden Philogene.
With 41 Dutch caps and a lot of experience at the top level, Malen is a completely different story than Philogene, who has not yet proven himself in the top class. Villa ultimately paid around £23 million for Malen and sold Philogene for around £20 million. Good business, all in all.
Although he will not be eligible for Tuesday's match, Malen is likely to quickly climb above Leon Bailey in the pecking order as Emery is thought to have become frustrated with the Jamaican's inconsistent displays. The Dutchman can also play through the middle and that brings us back to Duran.
Predicting the future for Duran is a fool's errand. He could throw a hissy fit at the Stade Louis II or score a hat-trick. He could even do both, possibly in the same twenty-minute period.
Should Villa stick around or pivot? It's a terribly difficult call. And until the window closes on February 3, nothing should be ruled out.
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