Juventus have made a statement of intent by securing the future of the club’s most talented young star, who is wanted by the Premier League’s elite.
That’s the view of European football expert Andy Brassell, who believes Kenan Yildiz has made a wise decision to stay in Turin.
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The 20-year-old, who arrived as a free agent after leaving Bayern Munich’s youth team in 2022, has become Juve’s most valuable asset.
The winger developed into a more central position under Luciano Spalletti and has now signed a long-term contract until 2030.
Yildiz has 12 goal involvements in 23 Serie A games this season, scoring eight goals and also providing four assists.
According to reports in Italy, Chelsea, Arsenal, Manchester United and Liverpool all made contact with his representatives late last year.
However, the £84million star, who has also been linked with Real Madrid, is now one of Juventus’ highest-paid stars.
“It’s a relief for the club, there’s no doubt about it, because they see it as their present and future,” Brassell told The Pitch Prospect.com.
“There’s no doubt about that. From Kenan Yildiz’s perspective, I think he’s a really good choice to stay.”
“I think he is the smart choice to stay because he is 20 years old and still developing.”
“As far as football goes, I think it writes itself because I think everyone is still looking at contracts that say 2030 and he was only extended for a year in return for a pretty decent pay rise which, once Dusan Vlahovic comes off the books, will make him Juventus’ highest earner, which is no mean feat at 20 years old.”
“But 2030 really isn’t that long ago. I mean, he’ll be 24 when the contract expires, if it actually does expire.”
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“Meanwhile, Alessandro Del Piero has named him his own successor and successive coaches have given him the keys to the team.”
“At such a young age, it’s a privilege to have that, but a privilege that he’s willing and able to accept. It gives him the opportunity to grow.”
From Juventus’ perspective, it also means not missing out on another potential promising Premier League star like Dean Huijsen.
The 20-year-old left the Old Lady to move to Bournemouth in 2024 for an initial fee of £12.8 million, having been loaned out to Roma the year before.
But after an outstanding 2024/25 season for the Cherries, Huijsen sealed a record £50m move to Real Madrid last summer.
Brassell added: “If you say that, it might not be a good idea for Yildiz. You would be relying on previous evidence that Juventus don’t really develop young players. But they have made a change in recent years.”
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“I think if you look at the staff and directors they recruited and the type of players they recruited afterwards, it’s about making Juventus younger.”
“They have been very focused on the next generation model and I think Yildiz is a correction to some of the mistakes they have made in the recent past.”
“So you see Dean Huijsen was one of the better young defenders in Europe and they let him go for next to nothing.”
“Everyone else has profited and made money from him, especially Bournemouth.”
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“Look at Matias Soule, who is becoming a key player for Roma and will become even more of a key player for Roma.” [Paulo] Dybala left at the end of the season.
“There are a lot of voices in the fan base that say, ‘What did we do letting these guys go for nothing?’ And they spent a lot on replacing Lloyd Kelly and filling Huijsen’s void, for example, although I don’t think many people would argue he’s a better player.
“Although Lloyd Kelly has had an improving season, Huijsen is further ahead, even if he is younger. I don’t think there is any doubt about that.”
“That’s why I think it’s great to empower Yildiz and make him important.”
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Juventus chief executive Damien Comolli, formerly of Liverpool and Tottenham, praised Yildiz as an important part of the project to restore the club’s status as a European powerhouse.
The 26-time Turkish international, the youngest foreigner to ever score for Juventus in Serie A, has much more to offer.
“I think you have to look at the fact that he is a young Turkish superstar,” Brassell continued to SPORT. “And with that there are so many commercial opportunities, so many platform opportunities.”
“If he has his own team around him and a quality team in Europe, I think that will be very helpful. I don’t know why at 20, unless it’s about money, you rush into the Premier League and think you have to basically start all over again.”
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“You have to learn a completely new style of football. You have to find a team that you fit into.”
“Are you going to play every week because it’s so physically demanding? Maybe not.”
“There are so many unknowns that at this point in time it would be a huge risk for him to go to, for example, Chelsea, Manchester United or Arsenal in terms of his development, both on a sporting and commercial level.”
“He shouldn’t be in a rush. I think he’s managing his career well.”