West Ham vice chairman warns Canaries and Blades: “Don't try to survive in the Premier League on the cheap”

9 May 2019

Karren Brady West Ham's vice-chairman
Photo: Getty Images West Ham’s vice chairman, Karren Brady, has warned Sheffield United and Norwich City about penny-pinching to survive in the Premier League.

West Ham’s vice chairman, Karren Brady, has warned Sheffield United and Norwich City about penny-pinching to survive in the Premier League.

Brady says that the two clubs should concentrate on buying the best players they can afford.

Peter Høyer ph@offthepitch.com

Karren Brady, the vice chairman of West Ham United, has, in her latest column for national newspaper The Sun, warned the two Championship clubs, who have already won promotion, about trying to survive cheaply in the Premier League.

She begins: “If I can offer promoted Norwich and Sheffield United one piece of advice - don't try to survive in the Premier League on the cheap.”

Brady previously worked as managing director at Birmingham City under owners David Sullivan and David Gold, who now own the Hammers. And she emphasises the major financial differences going into the Premier League.

But generally, you must concentrate on trying to buy the best players you can afford - as Wolves did last season”

“West Ham have done well because we have rich Hammers supporters as owners and a 60,000-capacity stadium. That is roughly twice what Carrow Road or Bramall Lane can hold,” Brady wrote and continued: 

“But generally, you must concentrate on trying to buy the best players you can afford - as Wolves did last season.”

Brady furthermore writes that there are examples of clubs surviving on smaller budgets, recalling that Bournemouth did so four years ago. But, according to the vice chairman, it was manager Eddie Howe’s remarkable ability which should get all the credit. 

“Yes, Bournemouth have stayed up on a relatively small budget while Fulham spent £113 million last summer after coming up and lasted a season.”

Managers have proved outstanding

Norwich City’s sporting director, Stuart Webber, and manager, Daniel Farke, have managed the club's promotion success without much money and have pledged to stick with the methods, motivations and playing style which have worked in the Championship.

According to the Daily Mail, Norwich will not risk going down the same route as Fulham, which is why the club have set a transfer limit of £20 million to cover transfer fees and wages.

"Norwich's Daniel Farke and Chris Wilder of Sheffield United have proved outstanding in the Championship - arguably the most competitive league in the country,” Brady wrote. 

Clubs' scouts will join every other side in Europe in scouring the globe for strikers capable of scoring a dozen and more a season"

But even so, Brady argues that room needs to be made for new transfers as the clubs can’t be too reliant on top scorers Teemu Pukki and Billy Sharp.

“There is little chance they will be so prolific next season and the clubs' scouts will join every other side in Europe in scouring the globe for strikers capable of scoring a dozen and more a season.”

“Welcome to the toughest league in the world,” Brady concluded.