Milot Rashica’s Norwich Spell: A Risk That Didn’t Pay Off
When Norwich City brought in Milot Rashica from Werder Bremen in the summer of 2021, there was genuine excitement surrounding the Kosovan winger. Signed for a reported £9.4 million, Rashica arrived with a solid reputation from the Bundesliga, where he had impressed over several seasons.
Then-manager Daniel Farke praised Rashica’s attacking qualities, describing him as a player capable of producing something special in the final third. The club hoped his versatility and experience at a high level would bolster their chances of Premier League survival.
High Hopes and Early Promise
Farke highlighted Rashica’s ability to play multiple attacking roles and noted his track record of delivering goals and assists in Germany. At 24, he seemed like a smart addition to Norwich’s squad—someone with flair, potential, and the tools to make a real difference.
But despite the promising profile, Rashica never lived up to the hype. Over 40 appearances in all competitions, he found the net just twice—only once in the Premier League—and offered little in the way of consistent threat or creativity.
Underwhelming Impact
While he regularly featured for the Canaries, Rashica’s performances fell short. His dribbling—previously one of his standout skills—rarely troubled Premier League defences. On the ball, he often looked short of confidence, hesitant in decision-making, and lacking a final product.
Norwich endured a miserable 2021/22 campaign, finishing last with only five wins and 23 goals. Rashica, expected to be a key attacking figure, failed to make the desired impact and ultimately became symbolic of a broader failure in recruitment strategy.
A Move Away and Career Revival
As Norwich’s season unraveled, doubts about Rashica grew. Farke was dismissed in November 2021, and his successor Dean Smith inherited a player already struggling for form. In 2022, Rashica was loaned to Galatasaray, where he began to show glimpses of the promise that once made him a Bundesliga standout.
His revival in Turkey led Besiktas to secure his services permanently in 2023. Though his stint in the Süper Lig has been more productive, the Rashica Norwich hoped for never materialized at Carrow Road.
A Reflection of Norwich’s Risky Recruitment Model
Rashica’s failure to shine is a clear example of the pitfalls in Norwich’s transfer strategy. The club has often targeted emerging talent from European leagues, hoping to develop them into Premier League-calibre players. While this approach has occasionally worked, Rashica’s signing underlined its risks—especially when survival in the top flight is on the line.
Ultimately, Rashica’s time at Norwich will be viewed as an expensive gamble that failed. Despite the early optimism, he didn’t deliver, and his signing serves as a reminder of the fine margins in Premier League recruitment.
