- The Isle of Man reported the highest search volume for transfer-related terms, with an average of 166 monthly searches per 100,000 residents.
- Monaco (second) and Liechtenstein (third) recorded search volumes of 78 and 75 average monthly searches per 100,000 residents, respectively.
- Montenegro reported a search volume of 19 per 100,000 residents, placing it 10th among all the countries.
A new study based on Google search data reveals that the Isle of Man has the strongest interest in high-profile European football transfers.
A new study conducted by iGaming specialist Martynas Norvilas analysed monthly Google search volumes for 24 player transfer-related terms, including “Kylian Mbappé transfer,” “Mbappé to Real Madrid,” “Florian Wirtz Liverpool transfer,” “Viktor Gyökeres Arsenal transfer,” “Benjamin Šeško Manchester United transfer,” and “Eberechi Eze Arsenal transfer” across multiple European countries. Average monthly searches were compared to population estimates for 2025 to reveal countries with the highest interest in football transfer rumours.
The Isle of Man ranks first with an average of 166 monthly searches per 100,000 residents, a 909.5% higher search interest than the national average of 16.44. The island, home to 84,118 residents, recorded 140 average monthly searches for transfer terms. Popular keywords include “Florian Wirtz transfer,” “Viktor Gyökeres Arsenal transfer,” “Kane to Bayern,” and “Mbappé to Real Madrid.”
Monaco ranks second, with an average of 78 monthly searches per 100,000 residents, a 374.3% increase above the national average of 16.44. With a population of 38,341, Monaco recorded 30 average monthly searches including phrases like “Florian Wirtz transfer,” “João Pedro Chelsea transfer,” and “Luis Díaz transfer.”
Liechtenstein places third, with an average of 75 monthly searches per 100,000 residents, 356.1% more searches than the European average of 16.44. The population of 40,128 residents reported 30 average monthly searches for keywords such as “Florian Wirtz transfer,” “Kylian Mbappé transfer,” and “Martin Zubimendi transfer.”
Looking at the study, Martynas Norvilas commented:
“This data shows how quickly transfer narratives capture public attention across Europe, and where they resonate most strongly. With the Isle of Man, Monaco, and Liechtenstein leading, these markets demonstrate exceptional intensity around elite-club moves and emerging stars.
“For publishers, clubs, and brands, the message is clear: tailor coverage to local interests, time updates around peak demand, and prioritise the specific player queries fans are using.”
Andorra ranks fourth with an average of 60 monthly searches per 100,000 residents, 264.9% higher than the national average of 16.44. The country generated 50 average monthly searches among its 82,904 residents, focused on terms like “Kylian Mbappé transfer,” “Mbappé to Real Madrid,” and “João Pedro transfer.”
Iceland takes fifth place with an average of 48 monthly searches per 100,000 residents, a search activity 191.9% above the European benchmark of 16.44. The country of 398,266 people logged 190 average monthly searches for terms such as “Florian Wirtz transfer,” “Eberechi Eze transfer,” and “Viktor Gyökeres Arsenal transfer.”
Ireland ranks sixth with an average of 46 monthly searches per 100,000 residents, followed by the United Kingdom (7th) at 45, Malta (8th) at 42, Luxembourg (9th) at 26, and Montenegro (10th) at 19.
Table for Extended Results:
The study was conducted by Martynas Norvillas, an iGaming specialist and sports journalist with over 20 years of experience as a professional player and industry expert.
