Ipswich paid a club record fee to sign striker Emersonn, who is the first Brazilian to join the club. Newly promoted Ipswich Town have quietly been the Premier League's fourth-biggest net spenders so far this summer, behind only Chelsea, Tottenham, and Arsenal. Ten players have joined for a combined £106.6m, but what is most notable about the Tractor Boys' approach under new manager Gary O'Neil is the sea change in recruitment strategy, shaped by lessons learned from their chastening single season in the top flight in 2024-25.

Under O'Neil's popular predecessor Kieran McKenna, who stepped down on 10 June after overseeing three promotions in four full seasons, the Blues targeted players familiar with English football. McKenna's success was built mainly on players from the UK and Republic of Ireland, supplemented by a handful of overseas additions already accustomed to the language and culture through spells at other English clubs. Ipswich made 39 permanent first-team signings during McKenna's four-and-a-half-year reign, 32 of them either born or raised in Britain or Ireland, with just two joining directly from European clubs.

But the premium on domestic talent makes it difficult, if not impossible, to bridge the gulf between the Championship and Premier League. The success of Sunderland and Leeds last season demonstrated that for promoted teams to thrive, finding value in the transfer market is essential. When Ipswich last went up in 2024, 10 of their 12 summer signings were British or Irish players acquired from other English sides. This time, the Blues have cast their net far wider, with Emersonn and Florentino Luis set to be the first Brazilians to represent the club, Sasa Lukic the first Serbian and Daizen Maeda the first Japanese player.

Of the 10 players purchased, the only Briton is Chuba Akpom from Ajax. Even his arrival is an anomaly, given Ipswich were obliged to buy him following promotion despite an underwhelming loan spell. New boss O'Neil aims to keep Ipswich in top flight.

A youngster to watch at each Premier League club this season Ipswich's previous recruitment model can be traced back to their four seasons in League One. After guiding Town back to the Championship in 2023, McKenna admitted the club had made a "conscious decision" not to target overseas players because of the fast and frantic nature of England's third tier. A largely unchanged – but tightly knit – squad then exceeded expectations by finishing second in the Championship in 2023-24, making Ipswich the first side in 12 years to reach the Premier League through back-to-back promotions.

At that point, the Blues' hierarchy could have ripped up the modus operandi that had served them so well and pivoted towards more extensive overseas recruitment. Instead, they doubled down on the approach, focusing mainly on emerging domestic talent largely unproven beyond the Championship. A £100m summer spending spree brought Omari Hutchinson, Jack Clarke, Liam Delap, Dara O'Shea, and Jacob Greaves to Portman Road – players who had primarily shone in the second tier but were identified as having the potential to develop into established Premier League performers.

Mindful that the odds were against survival, Ipswich also targeted players thought unlikely to baulk at remaining part of the project in the event of relegation. McKenna's 'Championship all-stars' fell well short of safety, finishing second bottom with just 22 points, 16 adrift of 17th-placed Tottenham Hotspur. But once relegation had been confirmed, the Northern Irishman maintained that recruitment had been in the club's "best long-term interests", a view that has arguably since been vindicated.

Despite spending heavily on transfer fees, Ipswich's £77m wage bill was comfortably the Premier League's lowest in 2024-25. That restraint, coupled with a massive boost to TV income and the quick gain made on Delap's move to Chelsea, enabled the club to post a £4m pre-tax profit for the financial year ending in June 2025. Hutchinson's sale to Nottingham Forest later that summer provided another windfall but O'Shea, Clarke, Greaves, and January 2025 arrival Jaden Philogene stuck around to play crucial roles as Town secured an immediate return to the top flight.

This time around, chairman Mark Ashton says Ipswich have to be "a bit braver" in their approach to the Premier League, and the type of players the club are pursuing reflects that increased ambition. Japanese attacker Maeda and Morocco centre-back Issa Diop were both on target at the World Cup this summer, and a third goalscorer from that tournament could follow. The Tractor Boys have been linked with a move for Paraguayan forward Julio Enciso, who played under O'Neil at Strasbourg last season and had an injury-blighted loan spell at Portman Road during the second half of 2024-25.

While McKenna had enough credit in the bank to play the long game, O'Neil knows he needs to forge a competitive side quickly. "Two seasons ago, the club didn't get anywhere near staying in the division and this time we need to do better," he said last month. "That's why we're trying to add quality to the squad from different parts of the world and we're trying to add some different attributes."

The former Bournemouth and Wolves boss indicated after Saturday's 3-0 win against Rayo Vallecano that more incomings are likely, saying the "plan is to do quite a bit more". Ashton acknowledges that one of the key lessons from their previous Premier League campaign was the need to bring in more athletic players "with a different set of physical attributes". The midfield lacked power and ball-winning ability in 2024-25, and it is imperative that new arrivals Florentino Luis and Sasa Lukic – both experienced at the highest level – hit the ground running.

That will be especially important with last season's mainstays Azor Matusiwa and Jack Taylor doubtful for the opening game following operations over the summer. It is no surprise that O'Neil is also seeking greater cutting edge given that no Ipswich player scored more than 10 non-penalty goals in the Championship last season. The Blues broke their transfer record to sign Brazilian striker Emersonn, 22, for an initial £24m. He certainly fits the desired physical profile but is relatively raw, having only established himself as a regular last season at Toulouse, where he scored seven goals in 31 appearances, 22 of them starts.

Maeda, a hardworking forward or winger, had an excellent record at Celtic, netting 79 times in 212 games, but won't get the same volume of chances in a team battling to stay up. The Suffolk side have also recruited two Dutch goalkeepers, including Kjell Scherpen, whose imposing 6ft 9in (2.06m) frame means he is set to become the tallest player to appear in the Premier League.

With a new manager in place and a £30m training ground redevelopment close to completion, this could be a defining summer for Ipswich. But will their transfer business be enough to secure successive top-flight campaigns for the first time in a quarter of a century? Only three promoted clubs have splashed out more in a summer window – Sunderland in 2025, Nottingham Forest in 2022 and Aston Villa in 2019 – and all survived. Yet Fulham, Southampton, Burnley, and Ipswich themselves have spent comparable figures in recent years only to swiftly return to the Championship - with that level of investment increasingly the bare minimum needed to be competitive rather than a guarantee of safety.