PSV Eindhoven's decision to sell Ricardo Pepi to Fulham this week was a calculated move and one they had already planned.
According to Rik Elfrink of Eindhoven's Dagblad, via football newsPSV deliberately approved the deal early as part of a long-standing policy designed to lock in guaranteed income before the window opens.
Elfrink points out that this approach has previously funded signings like Noah Lang and even Pepi himself following the lucrative exits of Cody Gakpo and Noni Maduke.
Four reasons why PSV now accepted Fulham's offer
Elfrink gave four clear reasons why PSV was willing to do an immediate deal with Fulham:
- PSV needed quick money to build their team
PSV prefer to secure their transfer budget before the window opens, allowing them to move decisively and quickly in the market.
- The club now has financial certainty
With the Pepys fee locked in, PSV can plan their summer with clarity rather than wait for the World Cup to determine their value.
- Pepi scored goals but did not fully meet PSV's build-up demands
Elfrink says that while Pepi is an excellent finisher, PSV believe his off-ball and possession work does not line up perfectly with their long-term tactical model.
- Pepi himself pressed for this step
The striker wanted to move to London and PSV were willing to honor that preference once Fulham's valuation was met.
Some analysts believe PSV sold out too early
However, PSV's decision has sparked debate within the Netherlands. On ESPN, Mario Beane called the move "surprising". He argues that PSV could have earned more by waiting.
"If he has a good World Cup, the amount could be even higher," He said.
Meanwhile, Hedviges Maduro questioned Fulham's spending ability rather than PSV's decision:
"Forty million for Fulham... and they took all those players from the Netherlands," He added.
He is also not the first person to do so. Actually, there is increasing concern about this in the Netherlands The ever-widening gap in spending power.
🚨Ricardo Pepi will soon travel to London to undergo a medical and sign with Fulham until June 2031.
*️⃣His pass was acquired from PSV for €36M and he will join his new club after the World Cup.
📸With his agent Jaime Garcia from Starting Eleven Player Management. pic.twitter.com/zK3Y2h9Z4y- Cesar Luis Merlo (@CLMerlo) 18 March 2026
What does Ricardo Pepi's move mean for Fulham?
Despite the debate, Fulham have their striker. Reports today say he has flown to London for a medical before sealing his exit from PSV.
He will be looking to replicate that form at Craven Cottage after scoring 39 goals in 95 games for the Dutch side so far. Fulham are also in need of a striker, with Rodrigo Muniz and Raul Jimenez not being regular goalscorers this season. Harry Wilson is their current top eight goalscorer.
| league games 2025/26 | |
|---|---|
| appearances | 19 |
| started | 10 |
| minutes per game | 50 |
| total minutes played | 843 |
| Target | 10 |
Marco Silva's side need a reliable striker, and it seems he thinks Pepi is that man. It appears they're happy to have him early and, at least according to Elfrink, it's a deal that works for everyone.
🇮🇹 Pervis Estupinan | West Ham and Fulham fullbacks ready to defend ➡️ Return to PL, perfect fit for Hammershttps://t.co/dONQJEY4Gh #whufc #ffc
- Sports Witness (@Sport_Witness) 10 March 2026
