Manchester United sold Rasmus Hojlund to Napoli for £43.2m this summer, but the CIES Football Observatory's current valuation of the Danish striker suggests the club could have charged £66.8m more.
The 23-year-old arrived at Old Trafford from Atalanta in 2023 in a deal worth up to £72m, but failed to live up to that price tag in the Premier League. Hojlund showed promise in his first season, scoring 10 league goals in 30 appearances, but managed just four goals in 32 games during 2024/25, a campaign in which United finished 15th.
Loan move became permanent
Despite wanting to stay and fight for his place, Hojlund was loaned to Napoli for 2025/26, with the Serie A club holding an obligation to make the move permanent for £43.2m, subject to conditions. Those conditions were met after Hojlund recorded 12 goals and six assists in Serie A alone, and Napoli completed the permanent transfer.
While many fans may view the deal as good business, the CIES Football Observatory's latest data suggests otherwise, valuing Hojlund at £110m. The figure considers the financial capacity of the most likely buyer, a range of 7.5% above and below a player's value, 100% of economic rights including add-ons, and the same level of inflation from the past two transfer windows. CIES does not consider eventual buy-out clauses.
Future prospects and United's needs
Despite his underwhelming Premier League spell, Hojlund still has time to develop in his early 20s. His Serie A tally last season could attract interest from Europe's most prestigious clubs if he maintains his current form.
United could use funds from the sale to sign a new striker before next month's transfer deadline. The Reds lost 2-0 to newly-promoted Hull City away on Saturday, offering little attacking threat. Whether that result prompts a rethink remains to be seen, with the club reportedly prioritising a central midfielder and a left-back.
