By Martin Graham
Supporters online have taken to mocking new signings who begin their careers without an impact by calling them “007.” The term applies to forwards or attacking players who go their first seven league appearances without a goal or assist.
It first appeared in 2021 when Sky Germany shared a graphic of Jadon Sancho in a James Bond-style suit alongside the caption “they call me 007 – zero goals, zero assists, seven games.”
The English winger had just joined Manchester United from Borussia Dortmund for £73 million after a long transfer saga, and the tag quickly spread across football social media.
Players currently wearing the ‘007’ label
Liverpool’s record signing, Florian Wirtz, is the latest to be hit with the label. Despite joining for £116.5 million, the German has not yet scored or assisted in his first seven Premier League appearances.
He did, however, provide an assist in the Community Shield defeat to Crystal Palace, but that does not count toward his league statistics.
Manchester United’s new forward Matheus Cunha, signed for £62.5 million from Wolves, has also joined the unwanted list. His teammate Benjamin Šeško narrowly avoided the same outcome by scoring in his sixth appearance during a 3-1 loss to Brentford.
At Everton, summer arrival Thierno Barry, who moved from Villarreal for £27 million, has also gone without a goal or assist in the league so far this season.
Slow starts can still lead to success
The “007” trend might be a running joke, but not all players who start slowly stay that way. Arsenal legend Thierry Henry needed eight matches before finding the net after arriving in 1999. He went on to score 175 Premier League goals and win the Golden Boot four times.
Cunha himself has previously shaken off the label — his first spell at Wolves began with the same barren run before he found his rhythm, eventually scoring 33 goals in three seasons.
The reminder is clear: an unproductive start doesn’t always predict failure.
