KENNY ON...

THE English transfer market is about to hit full flow, and some of the fees being mentioned for players can leave you gobsmacked.

With guaranteed income in excess of £100 million for being in the Premier League, clubs try to spend as much as they can to get the right quality of player to help them achieve their goals.

That’s whether their ambition is avoiding relegation, being a top-half side, getting into the Champions League or, for the likes of Antonio Conte (above), winning the title itself.

When you compare the market in England to that in Scotland, it must make the eyes pop out of your head.

We see players being bought for £40-50 million that aren’t regarded as top, top players.

However, despite the vast variations in budgets they can spend on players, the principle remains the same at all levels.

It’s not about cost, it’s about what the player delivers on the pitch.

But there is also a duty at boardroom level at all clubs not to get carried away and spend more than comes in.

They need to be prudent and box clever in the market.

Player recruitment is vital to having a successful season and there is very little margin for error.

The next two months will be very interesting.