EPL Everton's signing of Romelu Lukaku is "not just an indication of the ambition of the club... it is the dawn of a new financial reality in the Premier League," according to David Maddock of the London DAILY MIRROR. Welcome to the "brave new world of English football." The reason behind it "is simple: TV money." The top flight clubs have "received a massive windfall in excess" of £25M ($42.2M) from deals agreed by the Premier League for "overseas revenue." Next year, "there will be even more." That is why West Brom has spent an "eye-watering" £12.5M ($21.1M) on Ideye Brown, West Ham £15M ($25.3M) on Enner Valencia and Hull £10M ($17M) on converting Jake Livermore's loan deal. It is football "on steroids." Everton, though, has taken a "step further than those clubs because they have other ambitions, driven by their manager." Everton Manager Roberto Martinez knows the "middle pack of teams will use their money to buy several players in order to take small steps forward." He wants "not just to outpace them, but to stride towards the teams at the very top" (DAILY MIRROR, 7/30).
