How Aston Villa’s video compilation sealed £14m Jhon Durán deal

Aston Villa’s Jhon Durán has emerged as one of the Premier League’s most unpredictable talents, with manager Unai Emery predicting the Colombian forward could become a £100 million star.

A report by The Telegraph on Thursday noted that Durán has proven to be a game-changer with eight Premier League goals as a substitute, including a spectacular 30-yard winner against Everton earlier this month.

This summer, over 30 clubs across Europe, including Chelsea, West Ham, AC Milan, and Sporting, targeted Durán, but Emery was determined to keep the 19-year-old. Durán’s journey from Medellin, Colombia, to the Premier League has been remarkable.

Spotted by Chicago Fire’s technical director, Sebastian Pelzer, in 2020, Durán quickly caught attention with his physical stature and blistering pace, earning him a move to Major League Soccer for $2 million.

At Chicago, Durán delivered 11 goal contributions in 1,363 minutes, prompting Aston Villa to sign him for £14 million in January 2023, fending off interest from top European clubs.

Villa’s sporting director, Johan Lange, and head of recruitment, Rob Mackenzie, played a key role in securing the deal.

The report added, “Lange and Mackenzie put together a compilation video lasting around seven minutes of Durán’s finest moments from his time in Colombia and Chicago. Durán’s ‘Goals on Film’ had a profound effect on his father and agent, Regino, who is said to have become quite emotional during the viewing. A deal was then agreed pretty swiftly.

Durán has had to be patient, and would clearly have liked more first-team opportunities. There have often been accusations over a lack of maturity, and last season there were probably times when Emery would have happily driven him to another club.”

Durán was signed as a long-term prospect, seen as a backup to Ollie Watkins, but his potential was clear.

“He has things that other players don’t have,” said Pelzer, reflecting on Durán’s talent.

Despite initial frustrations over limited game time, Emery always recognised Durán’s potential, and this season, he has already scored five goals in all competitions.

Pelzer believes Durán’s ceiling is high, stating, “If he keeps his feet on the ground, his natural talent and goal instinct are unbelievable.” Durán’s journey to becoming one of the most feared forwards in the Premier League is only just beginning.