At West Ham United tension mounts between David Sullivan and Niclas Fullkrug. Owner David Sullivan has communicated a strong message to the striker Niclas Füllkrug amid the increasing rumors of his departure.
Niclas Fullkrug and David Sullivan
Füllkrug was signed by West Ham in August 2024 for a reported £27 million and came from Borussia Dortmund. The expectations were high. But it didn’t turn out as planned. He has been limited to few appearances due to injuries.
Sullivan is not a happy man. He doesn’t see it as just bad luck. Rather, he considers it a failure to live up to the expectations. In his public warning, Sullivan indicated that Füllkrug has to prove his value if he wants to keep the club.
The Message
The message of this communication is very much related to its time. In fact, the newly appointed head coach at West Ham Nuno Espírito Santo (mentioned in the article) decided right away that the club needs to bring a new striker in January. It seems that Füllkrug’s bad performance and lack of fitness have led to this decision.
The Background
When Füllkrug took the step, the assumption was that his track record of goals would be easily transferable to the Premier League. However, as the season went by, the harsh truth was revealed. Attempts to save the situation were made, but injuries and low output (only three goals in 18 Premier League appearances in 2024-25) have been the main reasons behind the investment being undermined.
Under Sullivan’s regime, West Ham have been up to a pattern of signing a lot of strikers — the article claims the club has brought in 57 strikers since Sullivan came in 2010. That figure is indicative of the anger felt not only over the lack of progress in the forward line but also over the way the club has conducted its transfers.
The Situation
The condition of Füllkrug at the moment is such that the slightest mishandling may cause disaster. It is said that his agent wants him out of the club. Sullivan’s message to him is thus: stick around, put in the work, get better — or leave. The club will definitely take a step forward if you leave the situation as it is.
For West Ham, the January window is now a crucial moment. The club is looking for a younger, faster, more dependable attacker. The suggestion being that: Füllkrug is not the one — at least not yet. Therefore, Sullivan’s signal is not only a challenge but also a sign that he is running out of patience.
What hangs in the balance?
For Füllkrug: his role in the team, his season, his future. For West Ham: the club’s direction, the ambition, the price of the mistakes. Sullivan has clearly shown where he stands. The club won’t wait for things to fall into place by itself. The point made is clear: help the team or be replaced.
Summary
David Sullivan has a very clear message ready for Niclas Füllkrug. Make things right. Keep your spot. Or seek another club. For a club like West Ham, that is longing for stability and success, this is a brutal reality check.
Author’s View
Füllkrug has to deliver on his promise. Keep in good shape. Repay the trust that the club has placed in him. If not, this chapter at West Ham may be closed quicker than either he or the club had anticipated.
And to the West Ham fans, this warning is a reminder of what is at stake. Their club has problems: it is under pressure, the forward line weak, and a big investment in a striker has so far brought no return. Sullivan’s declaration anticipates that there will be changes if results don’t.
