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27 June 2026

Aston Villa sets a price for its jewel: is it the right valuation?

Arsenal are targeting Aston Villa striker Morgan Rogers to strengthen their squad but Villa have set a high price of £80 million, reflecting the current inflated transfer market and their lack of pressure to sell.

Aston Villa sets a price for its jewel: is it the right valuation?
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Mikel Arteta is looking for a new left winger and wants him urgently. As reported by Sky Sports journalist Dharmesh Sheth, Arsenal have identified Aston Villa striker Morgan Rogers as their main target to strengthen the attack before the start of the new season. The choice seems to make sense, as the grueling schedule that awaits the team requires serious depth. Currently, Gabriel Martinelli and Leandro Trossard share the load on the left flank, but Arteta needs something different, something explosive. Rogers fits this tactical profile perfectly, thanks to his incredible ability to destroy opposing defenses with his direct and incisive runs. At the moment, no official offer has been presented. Berta and Emirates management are currently working to assess whether a deal is even remotely feasible. It won't be cheap. Reports from the Midlands suggest Villa will only enter negotiations if an offer approaches the stratospheric figure of £80m. They are under no pressure to sell, and the player himself is well settled under the leadership of Unai Emery. A price of £80 million may seem exorbitant, but in this inflated market, Villa have every reason to demand a premium. Consider the bargaining power Emery possesses. Rogers has signed a major contract extension that ties him to Villa Park until 2031. He is their most explosive attacking asset. Selling him cheaply to a direct Premier League rival would make no sporting sense, especially with Champions League qualification to be guaranteed for next season. Let's look at the general context. Manchester City's recent astronomical offers for domestic talent have completely distorted the market. If you want a finished product that can turn the tide of a game in an instant, you have to pay the price. Rogers possesses the physical strength, elite-level ball-carrying metrics and a proven track record of terrorizing top-tier European defenses. Emery simply cannot replace that unique profile without a treasure trove. If Arsenal aren't willing to pay, someone else will.

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