What does 007 mean in football? The Chelsea and Man United signings closing in on unwanted award
What is 007 in football, how do you get it and why is it so infamous?
It must not be easy to be a big-money signing in the modern era for a top Premier League side. Footballers know what they are in for, granted, but it is becoming increasingly difficult to hide from the spotlight. Social media accounts track a player’s every movement, while more matches than ever are available to watch all around the world.
As we approach the October international break, we are deep in the midst of a favourite time of year for internet trolls across the footballing world: “007 season”. A time known by many in the chronically-online world as a chance to assess (rather, poke fun at) some of the worst-performing new signings of the summer.
The trend essentially revolves around goal contributions for attacking players. If a signing registers zero goals and zero assists in their first seven matches for a new club, they are quickly given the title of “007” by rival fans, often accompanied by a viral meme on social media of the player dressed as the real 007 himself, James Bond. It is generally understood that defensive-minded players are exempt.
How did the 007 social media trend begin?
There is one man who comes to mind whenever the origins of 007 are mentioned. Jadon Sancho caused quite a stir when he signed for Manchester United in a £73 million deal from Borussia Dortmund in 2021, and not all for the right reasons.
With Sancho flattering to deceive on the pitch following his major move, football Twitter jumped on his failure to provide a single goal or assist in his first seven games to crown him the unofficial first “007”. He was certainly the most famous, eventually going 0014 before scoring his first United goal in his 15th appearance.
While Sancho may not have been football’s first ever 007 on social media (Gonzalo Higuain might have been according to Tribuna), Sancho brought the meme to a whole new level - when an image of the then-United man dressed as Bond, labelled “They call me 007: 0 goals 0 assists”, was broadcast live on Sky Sports Germany. From then on, football fans have always been keen to crown the newest 007 each season. Another Red Devil to previously receive the award was Mason Mount in 2023.
Should Florian Wirtz be labelled with the award?
The player most associated with becoming the next 007 in the Premier League this season has been Florian Wirtz - though that may not be entirely fair. This is where the cloudy rules of such a social media trend become unclear. The £116m Liverpool signing did, in fact, register an assist for Hugo Ekitike on his competitive Liverpool debut in the Community Shield.
But as his early league and Champions League performances have continuously disappointed, rival fans have been quick to label Wirtz as the new 007. In all competitions, Wirtz has now made nine appearances for the Reds. Should the Community Shield be discounted and only Premier League appearances included, Wirtz has one more chance to avoid being labelled the most expensive 007 of all time. Rival fans all over social media have already anointed him with the award, though. Because when football fans are concerned, fairness is not always their priority.
Which other players are in danger of becoming 007 this season?
But which other players are in danger? Matheus Cunha is very close. Having spent a short time out injured, the Brazilian has made six appearances for United and has yet to register a goal contribution. He will be hoping to put that right when the Red Devils host Sunderland on Saturday.
Chelsea’s Jamie Gittens is also one game away. The winger signed for £52m from Dortmund but has only played 145 minutes in the Premier League so far, making six appearances in all competitions. Gittens will hope his next substitute appearance is a decisive one.
One player who has achieved the 007 already but has gone somewhat under the radar is Newcastle United’s Anthony Elanga. Signed for £55m in the summer, Elanga’s bright performances should not exclude him from the award, which Eddie Howe labelled as “harsh” when asked about it in a press conference. Elanga bagged an assist on his eighth appearance for the Toon in midweek.
Everton’s Thierno Barry is also yet to register a goal or an assist for the Toffees in seven appearances. Though a little less high-profile, Barry is a striker which makes it relevant nonetheless. He has, admittedly, made just one Premier League start and may be given more patience by fans.
Noni Madueke has impressed with his performances but, somewhat surprisingly, has yet to register a goal or an assist for Arsenal. He is out injured at the moment so will remain on 006 for the time being.
Sancho himself has so far only appeared twice for new loan club Aston Villa and will sincerely hope not to become the first player to be crowned 007 on two separate occasions.
One player who just about avoided the unwanted award of 007 was Benjamin Sesko, who scored on his seventh appearance for Man United. How many of the above players follow suit and avoid virality for the wrong reasons, remains to be seen.