Jarrod Bowen's decision to remain at West Ham despite their relegation is a clear statement of the club's ambition to return to the Premier League at the first attempt, according to former Hammers striker Dean Ashton.
Bowen's Commitment
West Ham find themselves in the Championship for the first time in 14 years, a dreadful first half to the last campaign ultimately costing them their top-flight status. The club have lost some important players during the summer, such as midfielder Mateus Fernandes and winger Crysencio Summerville, but club captain Bowen will be staying put for their quest for promotion.
Since joining the Hammers from Hull in January 2020, the 29-year-old has become their talisman, scoring 85 goals in 280 appearances, including the winner in the 2023 Conference League final against Fiorentina.
Ashton's Praise
Ahead of their season opener against Burnley, Ashton said: "I think it's incredible, really, from him and the club, that he has stayed. We're talking about an England international that may well have hampered those chances of continuing to play for his country with the decision that he's made.
"It shows his commitment to the club, but also it shows that West Ham is a big club and that players want to stay and be part of it. He's got a legacy there and I don't think he wanted to tarnish that, unless it was a to a real top-level football club, so I think he is going to be their key player.
"If he stays fit, he'll be the best player in the Championship, in my opinion."
Manager Retained
Bowen was not the only key figure to remain at West Ham this summer, after the club went against some expectations by keeping head coach Nuno Espirito Santo in charge.
After improving the Hammers' form in the second half of last season, albeit not sufficiently to keep them up, Nuno will be aiming for a second promotion to the Premier League, having achieved the feat with Wolves in the 2017/18 season.
Ashton, who made 56 appearances for the east London outfit, scoring 19 goals, said: "The points stacked up, definitely, in terms of the second half of the season. Of course, it was bitterly disappointing for them to have gone down, but I think that continuity of him wanting to stay, having that experience of the league and keeping as many players as possible that he can work with again sends a clear message.
"I still think he can connect with the fans a little bit more – they like to see passion, they like to see that from their manager while he's very calm, he's very cool in interviews.
"Hopefully if things start to go well, we'll start to see a bit more of that passionate side of him."
Ashton was speaking at the launch of a new partnership between the EFL and Compare the Market which will give users of the latter's app access to exclusive club prizes and experiences via community initiatives, fan-first activations and a new rewards programme.
Compare the Market's famous meerkat, Aleksandr, becomes the face of "Crewe Aleksandr" to mark the start of a new EFL-wide partnership that will celebrate and reward fans of all 72 football clubs.
In celebration of the new partnership, another of his former clubs – Crewe Alexandra – have renamed themselves 'Crewe Alexandr' for the first week of the season, after the brand's famous meerkat mascot.
Ashton said: "Having a brand that's recognisable and that people can associate with at these football clubs and connect with them through their football club is really important to supporters.
"Football is fun, that's why I got into it, so I think the connection between the brand and the EFL is ideal."
