Transfer fees are set to sky rocket when Paul Pogba's £112 million move to Manchester United is finally confirmed.
That's not to say they haven't done so already, but no one could have predicted that football's first £100 million-plus move would have been sanctioned this summer.
The sheer amount of money now associated with football is really quite staggering, especially so with Premier League clubs recently benefiting - and that's an understatement - from a £5 billion television rights deal involving Sky and BT Sport.
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So much so that football's first £200 million deal will likely follow in the next 10 years.
An intriguing topic to have come from such big-money moves is how much former greats would be worth in the current transfer market, such as Thierry Henry, who cost Arsenal £11 million in 1999, Paul Scholes and Steven Gerrard.
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In an interview with Full Time Devils - a Manchester United fan channel on YouTube - Rio Ferdinand attempted to answer just that by predicting his transfer value in today's era (see below).
Having arrived at Old Trafford for £30 million in 2002, the former England centre-back said: "I reckon £70-80 million. I would have been a bargain in today’s market.
"With some of the players going for over £50 million, I’m thinking I’d be touching double that."
If you say so, Rio.
Ferdinand, who broke the British transfer record upon his move from Leeds United, was also asked whether excessive price tags create pressure to succeed, to which he replied: "I was obviously cheap at the time.
"My biggest issue was when I went to the training ground and your teammates were looking at you and saying ‘right, what does £30 million get you’.
"In Pogba’s case, it’ll be 'what does £100 million get you'.
"I think a lot of it is mind games, when you get out on the pitch, if you're a thick-skinned athlete, them issues don’t come into play and you just get out there and play. Let everyone else worry about the price."
Pogba would be wise to take heed of Ferdinand's words given the sheer weight of expectation on his shoulders to deliver at the Theatre of Dreams, should he indeed complete a move.
Never before has a nine-figure sum been paid for a football player, so unless the Frenchman wins silverware at United, he will fail to justify his price tag.