The Stadium of Light’s Next Superstar? Why Sunderland are Targeting a “Haaland-esque” Upgrade
As the January 2026 transfer window passes its midpoint on January 15, 2026, the biggest story on Wearside isn’t just Sunderland’s incredible top-half standing in the Premier League—it’s the club’s audacious pursuit of a new elite talisman.
Reports originating from Italy’s Gazzetta dello Sport have sent shockwaves through the North East, suggesting that Sunderland have been “offered” the chance to sign AS Roma’s powerhouse striker, Artem Dovbyk. The 28-year-old Ukrainian, famously described as a “Brobbey upgrade” with a physical profile and scoring instinct “similar to Erling Haaland,” has become the name on every fan’s lips at the Stadium of Light.
1. The Haaland Prototype: Who is Artem Dovbyk?
To understand the excitement, one must look at Dovbyk’s physical and tactical blueprint. Standing at 6ft 2in with a frame built for the rigors of the Premier League, Dovbyk is the quintessential modern “powerhouse” striker.
- The Girona Legend: Dovbyk catapulted to global fame during the 2023/24 season, where his 24 goals for Girona secured him the La Liga Golden Boot (Pichichi Trophy).
- The Haaland Comparison: Analysts frequently liken him to Erling Haaland due to his “uncommon” combination of size and speed. Like the Manchester City star, Dovbyk is a specialist in the “channel run,” using his brute strength to hold off center-backs before unleashing a lethal left foot.
- Serie A Struggles: Despite scoring 19 goals for Roma since his move to Italy, a recent dip in form and a minor hamstring injury have reportedly made Roma open to a January sale around the £19m – £22m (€25m) mark.
2. Why He is the “Brobbey Upgrade”
Sunderland’s summer recruitment was lauded across Europe, specifically the €20m arrival of Brian Brobbey from Ajax. However, life in the Premier League has proven difficult for the young Dutchman.
| Metric (2025/26 Season) | Brian Brobbey | Artem Dovbyk (Career High) |
|---|---|---|
| League Goals | 3 Goals (17 Games) | 24 Goals (La Liga) |
| Shot Conversion % | 33% (High but low volume) | 41% (Elite) |
| Aerial Duels Won | 52.4% | 65.2% |
| Status | High-potential “project” | Proven Golden Boot winner |
While Brobbey has shown flashes of brilliance—notably his equalizer against Tottenham on January 4th—critics argue he lacks the “clinical ruthlessness” needed to push Sunderland into the European spots. Dovbyk, by contrast, is a finished product who would immediately demand the starting spot over both Brobbey and Wilson Isidor.
3. The Regis Le Bris Revolution
Manager Regis Le Bris has transformed Sunderland into a tactical juggernaut. With the experience of Granit Xhaka in midfield and the flair of Jobe Bellingham, the Black Cats are no longer “relegation fodder”—they are a “destination club.”
- The Recruitment Strategy: Under Sporting Director Kristjaan Speakman, Sunderland has moved away from purely “youth-only” signings. The pursuit of Dovbyk signals a new era of “aggressive ambition.”
- The “Haaland” Tactical Fit: Le Bris’ system relies on a striker who can both link play and provide a vertical threat. Dovbyk’s 84% passing accuracy at Roma suggests he would be a significant upgrade on Brobbey’s link-up play.
4. The Transfer Battle: West Ham and Everton Circle
Sunderland are not alone in their interest. West Ham United, seeking a replacement for the AC Milan-bound Niclas Füllkrug, and Everton are also reportedly in the race.
However, Sunderland holds a secret weapon: Florent Ghisolfi. The Black Cats’ recruitment hierarchy includes former Roma executives, making the “direct line” to the Italian capital much smoother for a deal to be struck before the January 31st deadline.
The Verdict: Is it Realistic?
For a fee of £19 million, Artem Dovbyk represents one of the most cost-effective “elite” signings available in 2026. If Sunderland can beat out West Ham for his signature, they won’t just be signing a striker—they’ll be signing the “Haaland of Wearside.”
The message from the Stadium of Light is clear: The Black Cats are no longer just happy to be back in the Premier League; they are coming for the top.