Erling Haaland has been the talk of world football in 2019/20.
The Norwegian striker burst onto the scene in the latter months of 2019 with Red Bull Salzburg, scoring 28 goals in just 22 games in all competitions.
His form saw Europe's elite circle around him ahead of the January transfer window, but it was Borussia Dortmund who stole in and activated his £18m release clause.
They're already reaping the benefits of the deal, with Haaland scoring five goals in his two substitute appearances thus far.
The 19-year-old sensation is making the art of goal scoring look as easy as turning on the television.
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His £18m price tag looks even more frivolous when you compare it to some Premier League transactions in the past few years.
According to Bild, Haaland's release clause at Dortmund stands at £63m, so he will at least eclipse the 10 deals below when he inevitably jumps ship again.
All transfer fees sourced from Transfermarkt.
Christian Benteke to Liverpool (£41.85m)
We could actually include Benteke on this list twice, because he still cost Crystal Palace £28.08m in the summer of 2016 after his dismal year with the Reds.
Joelinton to Newcastle (£39.6m)
A gargantuan fee for a 23-year-old striker who never exactly scored prolifically at Hoffenheim (11 in 36 games). He's only managed one Premier League goal so far...
Sebastien Haller to West Ham (£36m)
Haller excelled at Frankfurt, but the fact he cost double the fee for Haaland is frankly mind-boggling
Islam Slimani to Leicester (£27.45m)
The Foxes' sizeable investment yielded just 13 goals in 46 games. Haaland's nearly halfway to that total in just two games...
Alex Iwobi to Everton (£27.36m)
Arsenal were laughing when they collected nearly £30m for the ever inconsistent Iwobi. As predicted, he's been desperately hit-and-miss with the Toffees.
Wesley to Aston Villa (£22.5m)
The Brazilian looked decent in spells before his season-ending knee injury, but compared to Haaland he looks mediocre at best.
Neal Maupay to Brighton (£19.8m)
The Frenchman has been more than decent on his debut Premier League season, but there's no way the former Brentford man should have cost more than Haaland.
Guido Carrillo to Southampton (£19.8m)
One of the worst signings in Premier League history. The Argentine failed to score for the Saints in 10 games and was quickly shipped off to Leganes. Woeful stuff.
Dominic Solanke to Bournemouth (£19.08m)
What do you do when you want a striker that has scored one goal in 27 games for Liverpool? Cough up nearly £20m. In 35 games for the Cherries, he's added just one more goal to his career tally.
Andre Gray to Watford (£18.36m)
You have £18m to spend, who're you going for, Gray or Haaland? If any of you said the former, then maybe consider fixating your attention on another sport for a while.
Sometimes, the transfer market can be mighty confusing.
Liverpool managed to snap up Takumi Minamino on the cheap from Salzburg this month as well after activating his £7.25m release clause.
So on the face of it, Iwobi cost more than Haaland and Minamino combined - madness.
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