Doing the 92 is Daniel Storey’s odyssey to visit every English football league club in a single season. The best way to follow his journey is by subscribing here.
As I reflect on the state of English football in 2025, I propose that Norwich City stands out as the bellwether club. This assertion may seem somewhat far-fetched at first glance, yet the more one examines the details, the more credible it becomes. I visited Carrow Road to share my insights and persuade you of this notion…
New American Money
For nearly thirty years, Norwich City has been one of England’s quintessential “local family done good” football clubs. Michael Wynn-Jones introduced his wife, Delia Smith, to the world of football, and together, they poured their hearts and resources into a club that had suffered after being relegated from the Premier League in the mid-1990s. Wynn-Jones and Smith were not only invested financially but also hands-on and immensely popular among the fanbase. Delia even took charge of the catering processes, affecting positive change until she stepped back at the age of 70. Under their stewardship, Norwich experienced five promotions to the top tier, despite never having the budgets to compete with the financial juggernauts of the Premier League. Their most notable achievements included finishing 11th and 12th between 2011 and 2013, marking significant milestones for the club.
However, the traditional model of local ownership in English football has been challenged by the rapid influx of foreign investment, state sponsorships, and hedge fund billionaires. Wynn-Jones and Smith held their ground longer than many, but the inevitable change came, as was likely to happen, from the United States. In April 2024, Mark Attanasio, the owner of the Milwaukee Brewers, acquired a 41% stake in the club. By October of that year, his share increased to 85%, cementing his majority control.
The American revolution within the English Football League has been both pronounced and swift. Several theories attempt to explain this surge in investment: the allure of the Wrexham dream, the promotion and relegation system appealing to those accustomed to closed leagues, and the rich heritage and tradition of English football offering a lucrative opportunity to flip for profit. Additionally, the willingness of US investors to inject capital into a sector that has deterred local investors due to concerns of financial instability and broadcasting deal volatility plays a significant role. Whatever the reasons, the trend is undeniable. Eight clubs in the Championship are now under American ownership, along with nine more in League One and League Two. Roughly one-third of clubs in the Football League are now American-owned, with Norwich being the latest addition to this growing trend.
No Parachute, No Party
Clubs that yo-yo between divisions often find themselves stuck at the bottom. When Norwich City was promoted to the Premier League in 2019, the expectation was that they would focus on long-term stability in the top flight. Many believed they would accept relegation as part of a broader strategy to return stronger.
The plan partially succeeded; Norwich went down in 20th place but bounced back, winning the Championship title with a remarkable 97 points. Unfortunately, they faced a similar fate, finishing bottom of the Premier League once again, just a single point above their previous tally. Norwich became a cautionary tale about the widening chasm between the Premier League and the Championship. Their trajectory was alarming: 1st, 20th, 1st, 20th.
Moreover, Norwich epitomizes the parachute payment system, whereby clubs relegated from the Premier League receive extra revenue for the first two seasons, diminishing each year. While these payments are designed to encourage clubs to invest in retaining their top-flight status without the immediate financial strain of contracts and transfer fees, they only work if a club returns to the Premier League within that timeframe. This season marks Norwich’s third consecutive year in the Championship, and thus their first without parachute payments. They have recently reported an annual loss of £14.4 million, a significant decrease from £27 million the previous year, largely due to enforced cuts in wages and transfer budgets as they attempt to rebuild sustainably.
Data-Led Recruitment Model
The frustration among Norwich supporters during the David Wagner era stemmed not only from the style of play but also from the sense that the club needed a long-term strategy, yet seemed trapped in a short-term managerial cycle. The average age of the squad crept up due to signings like Shane Duffy and Ashley Barnes, which added urgency to the campaign as the end of parachute payments loomed.
Wagner’s exit last May opened the door for a fresh approach. Clubs in Norwich’s position must accept the sale of high-value assets while controlling wage bills and reducing the average age of the squad. This new model, adopted by many financially prudent clubs, emphasizes buying lower, developing talent, and selling higher.
- Match: Norwich City 0-1 Preston (Tuesday 11 February)
- Game no.: 66/92
- Miles: 124
- Cumulative miles: 11,246
- Total goals seen: 192
- Memorable Moment: Carrow Road was the highest-ranked ground I hadn’t visited before, and I had waited months to check it off my list.
Increasingly, this strategy is aligned with a data-led recruitment model. To find quick, effective wins, clubs are looking beyond traditional markets. To navigate a vast talent pool across multiple continents, data helps narrow down the options.
In October 2023, Norwich appointed Ben Knapper as their new sporting director, succeeding Stuart Webber. Knapper brought a wealth of experience from his time with data analytics at Arsenal and with StatsDNA. With Attanasio’s background in baseball ownership, it was anticipated that he would advocate for a data-driven recruitment strategy.
Norwich’s commitment to this approach is evident in their extensive analytics department for a Championship club, comprising two analysts, two data scientists, a data engineer, and a head of department. Their efforts were bolstered by two academy sales (Andrew Omobamidele and Adam Idah) and a significant profit from Gabriel Sara last summer, which funded a notable expenditure on new players this season. The clubs from which these players arrived include Rakow, Slavia Prague, RB Salzburg, Levski Sofia, and the Under-21 squads of Liverpool, Brighton, Manchester City, and Aston Villa.
What stands out is the age profile of these new signings. Of the 13 players acquired on permanent or loan deals this season, the oldest was just 23. The hope is that several of these young talents will develop quickly and be sold for significant profits, allowing for further investment. This approach is essential for the future of every non-elite club across the nation.
A Scandi Sprinkling
If you’re revamping your talent identification and recruitment processes, it’s vital to ensure that the talents work under a head coach who excels in these areas. If you have a squad filled with seasoned veterans, you might appoint a manager like Harry Redknapp. However, in today’s landscape, the average age of managers and head coaches has significantly decreased. Currently, 43 of the 91 permanent managers in the Football League are under 45 years old, and Norwich’s Johannes Hoff Thorup is one of the youngest at just 35.
Norwich’s choice reflects a growing trend. A few years ago, I spent time with FC Nordsjaelland, known for having one of the youngest squads in European professional football. Nordsjaelland has a strong partnership with Right To Dream, an academy connecting African talent with European clubs, and boasts one of the most respected youth coaching structures in Europe. Thorup began as a youth coach at Nordsjaelland in 2015, eventually becoming the assistant manager in 2021, and stepping into the head coach role in 2023 before Norwich approached him. This decision carries an element of risk, given his limited experience, but Norwich deemed it a worthwhile gamble.
What’s particularly intriguing is how English clubs, as they strive to perfect their “buy, develop, sell” models, are increasingly influenced by nations that rely heavily on young talent. The countries that give the most minutes to Under-21 players in their top-flight leagues include Denmark, Belgium, Norway, the Netherlands, and France. Norwich’s decision to hire the Nordsjaelland head coach aligns with this trend; other clubs like Plymouth Argyle and Sunderland are also pursuing similar models.
Notably, clubs without the resources to attract top-flight managers from these leagues are opting for head coaches with extensive experience in youth development. Examples include Chris Davies at Birmingham City, Inigo Calderon at Bristol Rovers, and Nelson Jardim at Newport County—appointments that would have seemed unconventional a decade ago.
The Scandinavian influence in English football is certainly noteworthy. Thorup has brought Emiliano Marcondes on a free transfer from Nordsjaelland, alongside Oscar Schwartau from Brondby. These signings are part of a broader trend, with 23 different Danish or Norwegian players competing in the Championship this season. Additionally, clubs like Burton Albion and Notts County, owned by the Nordic Football Group and Danish Reedtz brothers respectively, are now widely adopting data as a vital recruitment tool.
You Can’t Mistake My Philosophy
One significant observation from my journey in Doing The 92, where I aim to visit every Premier League and EFL ground in a season, is the prevalence of teams that pass from the back. This approach may seem exclusive to the Premier League; however, even clubs like Newport County and Carlisle United are embracing this style. In fact, playing without a clearly defined philosophy is becoming a philosophy in itself.
This season, under Thorup, Norwich has emerged as one of the most stylistically intriguing clubs in the country, demonstrating a strong commitment to their style of play. They lead the Championship in the percentage of passes completed but rank last in terms of chances created relative to total passes. They also have a low percentage of progressive passes and those that reach the final third.
Watching Norwich can be a test of patience; there are times when they struggle to create good chances, and it can be difficult to envision how they will score. Their approach is one of relentless patience, holding on to the ball until pressured by the opposition. However, when the opposing team is in the lead or refrains from pressing, the match can become challenging to watch. Interestingly, at the time of writing, they are among the top scorers in the Championship.
Supporters at Carrow Road have shown remarkable patience this season, understanding that the new recruitment model will take time to yield results. The strategy of exclusively signing young players necessitates a waiting period for cohesion to form, and they recognize that a young head coach with a distinctive philosophy requires time to instill his ideas. Nevertheless, there remains an outside chance for a playoff spot.
Norwich City has navigated the depths of Premier League disappointment and is now embarking on a new chapter. This era embraces several of the most contemporary concepts in English football as we head into 2025: American investment, data-driven recruitment, a buy-to-develop strategy, and a young Danish coach dedicated to a specific style of play. It will be fascinating to witness whether this modern approach leads to success.
Daniel Storey has set himself the ambitious goal of visiting all 92 grounds across the Premier League and EFL this season. You can follow his progress via our interactive map and find every article (so far) here.
