West Ham United have apparently made an official move to sign a striker, but is it David Sullivan who is really calling the shots?

West Ham United’s co-owner, David Sullivan, continues to exert significant influence over the club’s transfer activities, as evidenced by recent developments involving Brazilian striker Luis Guilherme. In June 2024, the Hammers were on the verge of signing the then-18-year-old forward from Palmeiras for a reported fee of £25 million. This move was heavily backed by Sullivan, who was reportedly convinced of Guilherme’s potential, referring to him as “the messiah” .

The initial pursuit of Guilherme was marked by complexities. Negotiations reached advanced stages, with the club prepared to invest £19.5 million upfront, supplemented by £6 million in potential add-ons, and agreeing to a 20% sell-on clause . However, internal disagreements arose, particularly concerning the financial aspects of the deal. Sullivan reportedly hesitated to meet Palmeiras’ £30 million valuation and was reluctant to offer a contract that would position the young striker among the Premier League’s highest-earning teenagers. This financial prudence led to the collapse of the deal at that time .

Despite these challenges, West Ham eventually secured Guilherme’s signature. However, his tenure at the London Stadium has been underwhelming. In the seven months following his arrival, Guilherme made only six substitute appearances, totaling a mere 43 minutes of playing time . This lack of impact, combined with an injury crisis among the club’s forwards, prompted West Ham to reconsider their investment. Reports suggest that the club is now in discussions to sell Guilherme to a Saudi Arabian club, aiming to recoup the initial £25 million outlay .

These developments underscore Sullivan’s hands-on approach to West Ham’s transfer dealings. His initial enthusiasm for Guilherme’s potential led to a significant financial commitment, but the player’s subsequent underperformance has necessitated a strategic reassessment. This situation highlights the challenges inherent in high-stakes football investments, where the pressure for immediate results can lead to swift changes in player valuation and club strategy.

As West Ham navigates this transitional phase, Sullivan’s role remains pivotal. His decisions not only influence the club’s financial health but also impact team dynamics and performance. The Guilherme episode serves as a reminder of the complexities involved in football management, where talent identification, financial considerations, and on-field performance must align to achieve success.