Article · 2026-10-04

Goalunit Fair Price 2.0: what the market will actually pay for a player

Today we're launching Goalunit Fair Price 2.0, our model for estimating what the market will actually pay for a player.

Another club calls about your best player. He has 14 months left on his contract, your club needs the money, and the buyer knows both of those things.

What is the contract actually worth? The useful answer is what that buyer will actually pay, and that depends on far more than how good he is. That's the question GFP answers.

GFP starts with the player: how he has performed and against what level of opposition, his age, position, foot and height, and, new in 2.0, his senior and U21 caps. Then it looks at the deal. How long is left on the contract? Does the selling club have a record of getting good fees, and can it afford to say no? How did the player arrive, and what is the market like right now? The model runs weekly on more than 70,000 players, using 38 features.

The image shows the most valuable player at each Allsvenskan club as of 28 September.

If you want to see what GFP says about your squad, or about a player you're looking at, book a demo.