Couhaib Driouech, Ricardo Pepi
EINDHOVEN, NETHERLANDS – OCTOBER 21: Ryan Flamingo, Couhaib Driouech, Dennis Man Ricardo Pepi of PSV during UEFA Champions League League Phase MD3 match between PSV and SSC Napoli
PSV Eindhoven’s decision to sell Ricardo Pepi to Fulham this week was a calculated move and one they had planned well in advance.
According to Rik Elfrink of Eindhovens Dagblad, via Soccer News, PSV deliberately approved the deal early as part of a long-standing policy designed to lock in guaranteed income before the window opens.
Elfrink explains that this approach previously funded signings such as Noa Lang, and even Pepi himself, after the lucrative exits of Cody Gakpo and Noni Madueke.
The four reasons PSV accepted Fulham’s offer now
Elfrink outlines four clear reasons why PSV were willing to strike a deal with Fulham immediately:
PSV wanted the money early to build their squad
PSV prefer to have their transfer budget secured before the window opens, allowing them to move decisively and early in the market.
The club now has financial certainty
With the Pepi fee locked in, PSV can plan their summer with clarity rather than waiting for the World Cup to dictate his value.
Pepi scores goals but doesn’t fully fit PSV’s build-up demands
Elfrink notes that while Pepi is an excellent finisher, PSV believe his off-ball and possession work does not fully align with their long-term tactical model.
Pepi himself pushed for the move
The striker wanted to move to London and PSV were willing to respect that preference once Fulham met their valuation.
Why some analysts think PSV sold too soon
Ricardo Pepi
However, PSV’s decision has sparked debate within the Netherlands. On ESPN, Mario Been called the move “striking”. He argues that PSV could have earned more by waiting.
“If he ha a good World Cup, the amount might even go higher,” he said.
Hedwiges Maduro, meanwhile, questioned Fulham’s spending power rather than PSV’s decision:
“Forty million, for Fulham… And they just take all those players away from the Netherlands,” he added.
He’s not the first to do so either. Indeed, there’s a growing concern in the Netherlands at the ever-expanding difference in spending power.
🚨Ricardo Pepi viaja en breve a Londres para hacerse la revisión médica y firmar hasta junio de 2031 con el Fulham.
*️⃣Su pase fue adquirido al PSV en €36M y post Mundial se sumará a su nuevo club.
📸Junto a su agente Jaime García, de Starting XI Player Management. pic.twitter.com/zK3Y2h9Z4y
— César Luis Merlo (@CLMerlo) March 18, 2026
What Ricardo Pepi’s move means for Fulham
Regardless of the debate, Fulham have their striker. Reports today have stated he’s flown to London for a medical before sealing his exit from PSV.
He arrives after 39 goals in 95 games for the Dutch side to date, looking to replicate that form at Craven Cottage. Fulham need a striker too, with Rodrigo Muniz and Raúl Jiménez not regular goalscorers this season. Harry Wilson is their current top goalscorer on eight.
|League Games 2025/26||
|---|
|Appearances|19|
|Started|10|
|Minutes per game|50|
|Total minutes played|843|
|Goals|10|
Marco Silva’s side need a reliable striker, and it seems they feel Pepi is the man. They’re seemingly glad to get him early and, at least according to Elfrink, it’s a deal that suits everyone.
🇮🇹 Pervis Estupinan | West Ham and Fulham line up for fullback rescue ➡️ Return to PL, suits Hammers mosthttps://t.co/dONQJEY4Gh #whufc #ffc
— Sport Witness (@Sport_Witness) March 10, 2026