Norwich City’s strategic shift: Prioritising high-potential talent for more than just Premier League promotion
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By Jacob Espensen , Editor, Off The Pitch
Norwich City Football Club are determined to make their way back to the Premier League, but this time, the plan isn’t just to secure promotion – it’s to build a foundation for lasting success.
Speaking to Off The Pitch , Sporting Director Ben Knapper outlines the club's strategic shift, reflecting a more methodical approach aimed at not only returning to the top flight but staying there.
Over the summer, Norwich made critical changes, particularly in their approach to recruitment and squad development. Knapper highlights the importance of these moves, stating:
“We've made a change in terms of head coach, a shift in strategy a little bit certainly from where the club has been in the last couple of years,” Knapper says.
This shift comes in the wake of changes at the ownership level, signalling a new era for the club.
Key to this shift has been a focus on younger, high-potential players who can contribute immediately but also develop into top-tier talents capable of competing in the Premier League.
Norwich had a busy transfer window this summer, adding 10 young players to the squad, with the oldest being 23 years old. And the age profile of the squad has dramatically reduced, says Knapper.
“We were quite an old group last season. And that was one of the primary strategic intentions that we wanted to address going into this summer to try to bring that age profile down”, he says, continuing:
”Really try to bring some high potential assets into the squad, players that we feel can absolutely help us right now to be successful and win games, but also players that we feel have got a much higher ceiling, players that could have the potential to play in the Premier League”.
An example of that strategic shift, Knapper explains, is in how the club avoided going for the quickest fix.
“If we wanted to have the maximum short-term impact, we would have recruited older, and more players who perhaps knew the league or had at least played in England. The same with our Head Coach.”
Knapper’s focus on this strategy is evident when discussing how Norwich aims to manage its squad on match days.
“Every time that we name a squad on a match day or a starting 11, we want to have as many high-potential assets in the squad as possible”, he states.
To attract buyers
Moreover, the club’s ambition extends beyond short-term results. Norwich aims to attract the interest of larger clubs through the development of their players.
“We want to increase the numbers of players that are really in demand from bigger clubs, clubs in the Premier League, clubs in big 5 leagues.”
Beyond the focus on younger talent and building a squad for the Premier League, Norwich City is also intent on sustainability, both financially and in terms of its footballing philosophy.
“The way in which we do it is important for us in terms of style of play, in terms of working with the right players, the right age profile, the right potential, the right characteristics,” Knapper stresses.
He adds that the club is intent on “building towards being a high-possession, offensive team, a team that can control games more, defend with the ball.”
The club’s playing style is now seen as a cornerstone of their identity, ensuring continuity even if there are changes in the technical staff.
Norwich is committed to playing a high-possession, offensive brand of football, which not only suits their long-term aims but also increases the market value of their players.
“To play in a style that the market values that would allow us not just to be successful on the field but also run an effective player trading model.”
Aiming for more than just promotion
The pressure for promotion is always present at Norwich, a club with a rich history in English football.
“For a club of this size and with our history, I think every time we play in the Championship, we have to be playing with the target of trying to get promoted,” Knapper asserts.
This clear ambition underscores their goal for the season, but Norwich's strategy has evolved beyond just trying to secure promotion.
Norwich's previous spells in the Premier League have often been brief, and Knapper is determined to change that pattern.
“The target is actually bigger than getting to the Premier League. The target is to get to the Premier League but also be able to stay there and try to be established at that level,” he says.
This long-term vision aims to break the club's traditional "yo-yo" cycle between divisions.
Building a Premier League-ready squad
For Norwich, it’s not just about assembling a squad capable of securing promotion. The goal is to build a group that can compete and remain in the Premier League.
“In order to achieve that, I think that the way in which you achieve the first part, which is promotion, is important because you have to try and arrive at that place with a squad that has a core group of players that you feel can compete in the Premier League,” Knapper explains.
This strategic foresight requires careful squad planning in the Championship to ensure that, upon promotion, the team is in the best possible position to thrive.
“Hopefully, at the point you achieve the promotion, you have a group of players that allow you to then have a realistic chance of achieving the second bit,” he adds.
This marks a clear departure from past approaches, which saw Norwich reach the top flight only to struggle to stay there.
Looking ahead
The club is now focused on ensuring that the changes made this summer can bear fruit on the pitch. Knapper is optimistic but realistic about the challenges ahead, noting that a period of adaptation is inevitable as the squad adjusts to the new game model and playing style.
The early signs, however, are positive, with the team showing improvement game by game.
Norwich City’s ambition is clear: to fight for promotion while laying the groundwork for long-term success in the Premier League.
“The target is always to try to be as competitive as possible, to try and get promoted into the Premier League,” Knapper reiterates.
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Partner @ Auditax International | MA in Revenue Law & Administration
3 周I always believe this is the right way to go for a club like Norwich. Invest in young players, develop an attractive brand of football and have a strategic view to be competitive all the time. It does not matter if you become a feeder club for bigger clubs in the Premier League, as long as you have a number of talented players in the pipeline you will ensure continous competitiveness while getting money from players sales