Time for Change: West Ham's Ownership and Ambitions Under Scrutiny

West Ham United's struggles to achieve European success despite ambitious ownership. Can the Hammers break the cycle and compete with the best?

West Ham United consistently falls short of achieving European success despite their ambitions. The club's faithful have long held high hopes, but their dreams often fade, as reflected in their iconic anthem. The song's lyrics eerily capture the team's struggles: “Just like my dreams they fade and die. Fortunes always hiding, I've looked everywhere.” This sentiment resonates deeply with the team's history of underachievement in the English top-flight.

To bridge the gap between aspiration and reality, West Ham needs significant changes. The club must address key areas, including squad development, tactical cohesion, and managerial stability. By investing in youth development and scouting, West Ham can build a stronger, more cohesive team. Additionally, appointing a manager with a clear vision and long-term plan can help stabilize the team and drive progress.

Key Areas for Improvement:

• Squad Development: Focus on nurturing young talent and strategic recruitment.
• Tactical Cohesion: Develop a consistent playing style and formation.
• Managerial Stability: Appoint a manager with a long-term vision and clear philosophy.

With these changes, West Ham can potentially break the cycle of underachievement and compete consistently at the top level.

West Ham's former chairman, David Gold, acknowledged that the club's ambitious goal of becoming Champions League regulars within seven years of his takeover was overly optimistic. As Gold reflected in 2019, “What we should’ve said was that in seven years we were hoping to be knocking on the door instead of saying we will be in the Champions League places.” This admission highlights the challenges the club has faced in achieving its European aspirations.

“I’ve certainly learnt a lot from the things that we’ve said, but you’ve got to understand we said things like that with the very best of intentions, based on the knowledge that we had at the time that we could make it happen.”

Souček scores the winner 🚁 pic.twitter.com/ZZlupHVq46

— West Ham United (@WestHam) May 17, 2025

A Change in Mindset Needed

West Ham's move to the London Stadium has yet to yield Champions League success. Despite lofty ambitions, the team currently sits 15th in the Premier League table, with a potential finish as low as fourth from bottom still possible. To reach the top, West Ham needs a fundamental shift in mindset from the boardroom down, prioritizing sustainable development and strategic planning.

West Ham has a vast and dedicated fanbase stretching from East London to the Essex coast, consistently filling the London Stadium week after week. This strong support suggests the club has the potential to be a major force if the hierarchy can match the ambition and expectations of its supporters. However, despite significant investments in the squad, including breaking the transfer record for players like Sebastien Haller, the club's transfer dealings have raised questions about its due diligence.

The signings of Haller (€50m), Gianluca Scamacca (€38.6m), and Felipe Anderson (€38m) have not yielded the desired results, casting doubt on the club's ability to identify and integrate top talent effectively. Furthermore, the value proposition in football transfers has shifted, with €50m no longer guaranteeing a world-class player. This reality underscores the need for West Ham to refine its scouting and recruitment processes to compete at the highest level.

West Ham's transfer record has been inconsistent, with few notable successes. One standout example is the signing of Jarrod Bowen, who has proven to be a valuable asset for the team. However, such successes have been rare, and the club's ambitions to regularly compete among Europe's elite demand a more reliable approach to identifying and signing top talent.

To improve, West Ham could benefit from exploring more cost-effective options in the transfer market. By prioritizing smart and strategic signings over big-name splurges, the club might be able to build a more cohesive and effective squad. This approach would require a shift in mindset, focusing on long-term value rather than short-term prestige.

Unwanted Milestone Looms

West Ham are perilously close to an unenviable record, standing just two defeats away from accumulating the most losses in Premier League history. With 458 losses to their name, they are tantalizingly close to Everton's 460, and given their recent form under Graham Potter, it's an unfortunate milestone that could soon be reached. This would be a dispiriting achievement for a club that has scored 1,379 goals in the Premier League, a tally that ranks 10th among all clubs since the league's rebranding.

Graham Potter on making sure we finish the season off strongly 🗣️#TalkingPoint with @LycamobileUK 📞 pic.twitter.com/qMBlYpXmhN

— West Ham United (@WestHam) May 16, 2025

The pattern of inconsistency that has long plagued West Ham seems set to continue, with the team's progress marked by two steps forward and one step back. Despite their ambitions to compete at a higher level, the Hammers' inability to string together consistent performances has held them back, leaving them to ponder what might have been if they could find a way to avoid such pitfalls.

Graham Potter's tenure as West Ham manager has been brief so far, but his record of four wins in 17 games is underwhelming. Despite criticism of his managerial track record at Brighton and Chelsea, Potter's continental style of play has garnered praise. West Ham supporters, who value entertaining football, might find Potter a good fit, but results must take priority if the club aims to consistently compete at the top level.

The challenge for Potter will be balancing attractive football with the need for tangible success. While West Ham fans appreciate a more possession-based style, the reality is that wins and points are what ultimately matter. If Potter can find a way to marry these two aspects, he might prove to be the right manager for the job. However, if results continue to disappoint, even the most ardent supporters might start to lose patience.

Mixed Legacy of David Moyes

David Moyes' 260 games in charge of West Ham are the most of any recent manager, and while his tenure had its successes, his approach was often criticized for being less technical and more robust. However, Moyes did lead the club to their first major trophy in over 40 years with the Conference League win, and he also guided them to European football in three successive seasons. Despite these achievements, his win rate of 42.3% - while better than his contemporaries - falls short of what might be expected from a club with higher ambitions, highlighting the need for improvement.

Every West Ham manager since the move to the London Stadium, except David Moyes, has overseen a team that conceded more goals than they scored. The persistence of the same old problems season after season, despite managerial changes, raises questions about the club's approach. It seems that lessons from previous seasons have not been learned, and a reluctance to implement meaningful change may be the root cause.

Ultimately, significant progress might require the club's leadership to invest more heavily in the team or consider alternative paths forward. Without a substantial shift in approach or resources, West Ham may continue to struggle to achieve their ambitions and consistently compete at the top level.

Time for a Change in Ownership?

West Ham's major shareholder, Daniel Kretinsky, is estimated to be worth around $9.6 billion, while David Sullivan has financial reserves of approximately £1.2 billion. Given their substantial wealth, it's clear that the club's financial backing isn't the issue. Instead, the problem lies in the owners' willingness to invest in the team to achieve their stated ambitions.

Former Arsenal midfielder Ray Parlour is among those calling for Kretinsky and Sullivan to either invest more in the club or sell up. This perspective suggests that without a significant change in ownership or financial commitment, West Ham may struggle to bridge the gap between aspiration and reality.

“I think they have got to sell the club,” he said.

“I think if they sold the club to a big, big time player and they really invest in it, I think they could be a big, big club. Top four. You have got to get the right people in place (in terms of potential new buyers).

“If they (Kretinsky and Sullivan) sold the club, I think they could go really strength to strength. I promise you now. Because they have got the support.”

West Ham fans will undoubtedly continue to support their team, proudly proclaiming the club's stature, but this loyalty may soon wear thin if the current state of affairs persists without significant change. Without tangible progress and success, the disconnect between the club's ambitions and reality may become increasingly difficult to ignore.