Missed Opportunity: Why West Ham Must Revisit the Failed Chase for Jonathan David
West Ham United’s search for a reliable, game-changing striker has long felt like a revolving door of near-misses and stop-gaps. The most glaring of these occurred in the summer of 2023, when the club had the chance to sign Jonathan David — a forward many regarded as “terrific” and tailor-made for their needs — only to let the opportunity slip away. That decision still haunts the London Stadium today.
The Profile of a Striker They Really Needed
David arrived at Lille OSC after an impressive spell in Belgium and quickly made his mark in Ligue 1. He combined pace, intelligent movement and a strong goals-scoring record. (Hammers News) For West Ham, who have struggled in recent seasons to secure a forward who consistently produces, David represented an ideal solution.
Not only did he check the box on being young and dynamic, but his profile matched exactly what the club had been lacking: a consistent finisher, someone who could relieve the strain on ageing attackers and provide a focal point for the attack. In short — a “terrific Premier League forward” in waiting.
What Went Wrong?
Despite the alignment of profile and opportunity, the deal never materialised. Reports suggest West Ham were prepared to meet Lille’s fee of around £30 million but balked at the additional £10 million in agent fees. (TheHardTackle.com)
Beyond the finance, there were structural issues. The club’s recruitment approach lacked clarity, the striker position was repeatedly treated as a secondary priority, and the urgency to act was absent. As one fan put it:
“I think that we’ve made a big mistake not getting a striker this past transfer window… I really hope we ship Antonio off.” (Reddit)
In short, West Ham had the chance to sign a player who could have solved their striker problem — and they didn’t.
Why This Mistake Still Matters
- Structural weakness remains – Without an elite forward, West Ham continue to carry the weight of inconsistency up front. Systems and personnel have changed (new managers, new staff), but the core issue remains.
- Opportunity cost mounts – Every season that passes without anchoring the attack, the club drifts further from elite contention and closer to mediocrity. That chance with David may have been the reset they needed.
- Messaging to players and agents – Missing out on David sends a signal: that the club may not be first choice, or that vision and ambition are unclear. That matters in attracting top talent.
- Financial sense – £30 million for a young-prime goalscorer in today’s market would now seem a bargain. Looking back, the reluctance becomes even starker.
What Must West Ham Do Now
- Reassess recruitment priorities: Make signing a proven, high-quality striker a clear objective, not an afterthought.
- Simplify payoff structures: Avoid being put off by ancillary costs (agent fees etc) when the core value is there.
- Signal ambition: Act proactively and early. Scouting, negotiations and deals must be executed with clarity and conviction.
- Build around the forward: A striker doesn’t operate in isolation. The club needs structural support (service, system, creativity) so that the signing succeeds.
- Learn from the David case: Understand why it collapsed — not just the fee, but mindset, urgency and process — and ensure it isn’t repeated.
In short: West Ham had a golden chance in 2023 to land Jonathan David — a forward whose attributes matched their need and whose value looked exceptional. Instead, hesitation and mis-alignment saw the deal slip. Now, with seasons gone by and the problem still unaddressed, the club must revisit that mistake not just as a regret, but as a lesson. If they are serious about breaking a cycle of attacking mediocrity, they must act — and act smartly.
If you like, I can dig up a shortlist of current striker targets that match this profile for West Ham — would that be helpful?
