Sun, sea, and a city still glowing from its recent Scudetto triumph — Naples is an easy pitch for wealthy footballers seeking a fresh challenge this summer.
“If you are rich, Naples is amazing,” says journalist Vincenzo Credendino. “One day you take the boat to Capri, another day to Amalfi or Pompeii. The food is great, there’s plenty to do. Naples, if you have money, is extremely appealing. It’s always been that way.”
While estate agents have long directed newcomers to the luxury hillside villas of Posillipo, a new trend has emerged: Premier League stars being lured to Napoli by president Aurelio de Laurentiis. After Scott McTominay — brought in from Manchester United — became a cult hero in Campania by spearheading Napoli’s Serie A title win, the film-producer-turned-club-owner struck again, adding six-time Premier League winner Kevin de Bruyne to head coach Antonio Conte’s squad.
De Bruyne joins Romelu Lukaku and Billy Gilmour as players poached from Premier League payrolls since Conte’s reign began last summer. And more could follow. De Bruyne’s former City teammate Jack Grealish — a £100m signing from Aston Villa four years ago — has been linked, as has Manchester United winger Alejandro Garnacho. Credendino also believes there is interest in United and England forward Jadon Sancho, who spent last season on loan at Chelsea.
“People in Napoli are thinking Aurelio de Laurentiis is going crazy,” Credendino laughs. “In our minds, he’s the president who always tries to win, but always puts finances first, being very careful with the economics and doing a lot of player trading. That was Napoli’s core business. Now things have changed. Aurelio de Laurentiis is smelling the blood of the opponent, of the enemies.”
Napoli won Serie A last season for the fourth time in their history and the second time in three campaigns. The first two titles, in 1987 and 1990, came during the Diego Maradona era. In 2023, Luciano Spalletti secured their first Scudetto in 33 years, before Conte guided the Partenopei to last season’s triumph.
Conte’s side finished one point above Inter Milan, who lost successful boss Simone Inzaghi to Saudi Arabian side Al-Hilal earlier this month. Atalanta, who finished third, also saw long-term head coach Gian Piero Gasperini — the man who led them to Europa League glory two years ago — leave for Roma. Traditional powerhouses Juventus are undergoing a restructure, while AC Milan will not compete in Europe next season. As their rivals stall, Napoli are looking to capitalise.
“Napoli is very stable. They plan before others, so they have the money to convince a player like De Bruyne to embrace this new adventure,” explains Federico Mari, a Milan-based international football executive specializing in transfer strategies, club acquisitions, and cross-border strategy.
According to Transfermarkt, Napoli rank 30th on a list of the world’s most valuable clubs — below 15 Premier League sides and fifth among Italian clubs. They went bankrupt in 2004, dropping to the third tier, before being acquired by De Laurentiis, who guided them back to Serie A by 2007. Since then, they’ve been regulars in European competition, winning the Coppa Italia three times and, finally, those long-awaited league titles.
“Napoli is a very well-run club,” says Mari. “For the De Laurentiis family, Napoli is their main family business, and over the past 10-15 years they have managed to do well both on and off the pitch.” Mari highlights the sales of Gonzalo Higuain to Juventus and other key departures as part of a sustainable model, but now the club is shifting strategy — spending big to lure Premier League stars and maintain their edge.
