Norwich City
Norwich City spent four of the nine seasons from 2009/10 to 2017/18 in the Premier League and four in the Championship, with one lower down. Their best finish was 11th, in 2012/13. They didn’t win a major trophy. Over those nine summers they paid £67m in transfer fees and took in £40.9m, a net spend of £26.1m.
Norwich City's decade began with a sprint. They spent 2009/10 in League One, won promotion, then went straight up again as Championship runners-up in 2010/11. Two comfortable Premier League seasons followed, 12th and 11th, with Grant Holt leading the line.
Then the yo-yo started. Relegated in 2013/14, promoted through the play-offs in 2014/15, relegated again in 2015/16. Signings like Gary Hooper, Leroy Fer and Robbie Brady did not stop the slide, and back in the Championship the club was selling: Nathan Redmond to Southampton for £11m in 2016, Jacob Murphy to Newcastle for £12m a year later.
That early double promotion is a gift for 115.football. With £900m behind it, Norwich's momentum need not stall at 11th. Keep Redmond and Murphy, buy better in 2013, and Carrow Road becomes a Premier League fixture rather than an occasional stop.
Season by season
Biggest signings
Biggest sales
Fees are those reported at the time, some estimated, for moves in the summer window. Trophies counted: the Premier League, Champions League, Europa League, FA Cup and League Cup.