Record‑breaking £15m move

Birmingham City forward Jay Stansfield signed a club‑record £15 million deal in July 2024, securing a seven‑year contract that set a new League One transfer record. The 23‑year‑old, who had already become a fan favourite, had scored 24 goals in 36 games across all competitions during the 2024/25 season, a tally that helped the Blues reach Wembley and break the EFL’s all‑time points record.

From loan to star

Stansfield began his career on loan at Exeter City, where his late father Adam is remembered for scoring nine goals in League One. He then joined the Championship on loan from Fulham, netting 12 goals and providing two assists in 43 league appearances. His debut for Birmingham came under manager John Eustace, with a last‑minute winner against Plymouth Argyle. Despite a turbulent 2023/24 campaign and the club’s relegation, he won all five awards at the end‑of‑season ceremony.

The transfer saga

When Chris Davies took over as manager, Birmingham smashed the League One transfer record multiple times, bringing in League One top scorer Alfie May from Charlton Athletic. Clubs in the Championship expressed interest in Stansfield, and after a dramatic EFL Cup second‑round win over Wigan Athletic-where he scored the second goal for the Cottagers-he was welcomed back to St. Andrew’s with a club‑record fee.

Pressure and psychological support

The weight of the record fee became apparent for Stansfield. He told BBC Radio WM that the pressure “got to the point in the season when I thought ‘this is getting difficult’ and I had to find a way to manage it.” He spoke to specialists around the club and received help from a football psychologist, learning to cope with the expectations that come with a £15 million signing.

Future prospects

At 23, Stansfield still has room to grow. In the 2025/26 season he was one strike away from matching his 2023/24 goal tally, but only scored twice in the second half of the campaign and played in a variety of positions. With competition from August Priske and a contract that runs until 2031, he remains a key figure for a club that aims to return to the Premier League under the ownership of Knighthead Capital Management.