Window makes a change - and alters Swans' outlook

Alan Sheehan has 12 new signings to work with in his first full season as Swansea's head coach

Transfer deadlines have often prompted negative headlines at Swansea City in recent years.

But it has been a different story in the summer of 2025, with Swansea turning heads thanks to some eye-catching transfer work.

The Championship club spent more money in the window which closed last week than in any other since relegation from the Premier League in 2018.

They have filled all the vacancies head coach Alan Sheehan identified, and the result is a squad which looks more balanced than it has in years.

BBC Sport Wales assesses a notable window – and how Swansea's transfer business may mean a shift in expectations.

Pushing the boat out

The target for every club is to finish a transfer window with a squad which is stronger than it had been when the market opened.

How often Swansea have managed that in recent times is debatable.

Various questionable transfer moves contributed to the club's relegation from the top flight.

Since returning to the English Football League (EFL), the financial picture has changed spectacularly, with Swansea attempting to build a group capable of winning promotion with a budget which has been anything but elite level.

The Swans have been among the second tier's lower payers in terms of salaries in recent seasons, while outgoing transfer fees have usually been low.

Yet Swansea have pushed the boat out this summer to such an extent that, according to Transfermarkt, they are the second highest net spenders in their division.

Marko Stamenic (left), who came from Nottingham Forest, and Cameron Burgess (right), who was out of contract at Ipswich Town, are among the many notable summer signings made by Swansea

The likes of Ipswich Town, Southampton and Norwich City have paid out more than Swansea, but they have received significant incoming fees too.

Only Wrexham, who have stumped up in the region of £30m in reported initial fees while not bringing any money in the other direction, are believed to have a higher net spend than Swansea.

The south Wales club are thought to have paid out in the region of £15m this summer, with their only sales being Jerry Yates, for about £1m, and Mykola Kuharevich, who departed for a reported £800,000.

Since dropping out of the top flight, Swansea have tended to rely on significant player sales – such as Oli McBurnie, Daniel James, Joe Rodon, Flynn Downes and Joel Piroe - to go some way towards balancing the books, but no major fee was received in this summer's window.

A stronger hand for Sheehan to work with

The result of Swansea's bold approach is a squad which offers options for Sheehan right across the pitch.

Following a takeover last November, Swansea's new owners – who have been boosted by the additions of Luka Modric and Snoop Dogg as co-investors - have combined with a whole new set of key staff to deliver 12 new signings, four of whom are on loan.

It should be noted that there have also been numerous departures, including Harry Darling, Joe Allen and influential loan signing Lewis O'Brien, but few would argue that Swansea look weaker now than they did in May.

Swansea lost Harry Darling on a free transfer this summer, but have brought in three new central defenders in Cameron Burgess, Ricardo Santos and Kaelan Casey

Sheehan has four centre-backs and back-up options at full-back, while he is almost spoilt for choice in central midfield.

The additions of Zeidane Inoussa and Manuel Benson mean there are decisions to be made out wide, while there should be a fierce scrap to start in attack with Adam Idah arriving to compete for game-time with Liam Cullen, the in-form Zan Vipotnik and youngster Bobby Wales.

Idah's move from Celtic was worth an initial £6m, the biggest fee paid by Swansea since Andre Ayew returned from West Ham for £18m in January 2018 and the highest they have ever stumped up as an EFL club.

A penny for the thoughts of former bosses Luke Williams or Russell Martin – and even Steve Cooper or Graham Potter – who all felt they would have achieved more at Swansea had a little bit more been spent in the transfer market.

Greater expectations

The price of some sizeable transfer fees is a rise in expectation levels.

Having quelled relegation concerns for the second successive year, Swansea finished 11th last season courtesy of a rousing finish.

They were 14th in 2023-24, 10th in 2022-23 and 15th a year earlier. Before that came two play-off campaigns under Cooper, in 2020 add 2021, and the 10th-place finish Swansea managed in their first season after dropping back into the second tier.

At no stage have Swansea been expected to deliver promotion – and that will not change in 2025-26.

However, Sheehan has talked repeatedly about wanting to progress, insisting he only signed a long-term deal in April having been assured that the club's ambitions matched his.

Swansea are seventh in the early-season table having lost only one of their four league games so far

As Swansea prepare to return to action after the international break against Hull City on Saturday (15:00 BST), the ultimate goal for all concerned is to secure another crack at the Premier League.

While nobody will expect that to come inside the next 12 months, there may well be a feeling – within the club and among fans – that the goalposts have shifted a little this summer.

Swansea now have the tools to build on their late flourish last term.

That means a season spent in the top half of the table - and with the hope of knocking on the door to the top six.