The slick transfer strategy that helped Aston Villa beat Arsenal to Emi Buendia

Aston Villa’s ultimate goal is to be back competing in Europe so when they beat Arsenal in the race to sign Emiliano Buendia this summer it felt like a significant moment.

Villa secured a club record £33 million deal for the playmaker, sneaking ahead of Arsenal, in a clear sign of their ambition and, perhaps, the north London club’s vulnerability within the established Big Six.

Yet it was Villa’s unsuccessful pursuit of Emile Smith Rowe, Arsenal’s homegrown attacking midfielder, which represents another intriguing subplot before Friday’s match at the Emirates.

Arsenal are one of the clubs in Villa’s sights to overtake, however unlikely that may seem at the moment after two successive defeats, and attempting to sign Smith Rowe was a huge statement of intent.

Backed by wealthy owners in Nassef Sawiris and Wes Edens, Villa want year-on-year progress and have spent almost £300 million on players since promotion.

Smith Rowe was out of reach, however, eventually signing a new contract, and he will line up against Buendia on Friday with both players undoubtedly having points to prove.

'Big clubs', respect and the battle for Buendia

Villa’s head coach Dean Smith said on Thursday: “There is a lot more to come from Emi and he will be the first to say that.

“We all know the qualities he’s got, the pass that he put through for Danny Ings in the first half [against Wolves] is why he attracted us so much."

The battle lines between Villa and Arsenal were marked out in June when the midlands club moved for Buendia, their No. 1 summer target. Months of planning and analysis had gone into the profiling, led by sporting director Johan Lange, and Villa had to stretch to beat Arsenal to his signing.

Determined to complete all their transfer business early in the summer, Villa moved for Buendia on Thursday June 3.

Stuart Webber, Norwich’s sporting director, was away on a family holiday and conducting negotiations with Christian Purslow, the Villa chief executive, who was aggressive in his pursuit of the Argentina international.

Norwich, however, were impressed with Purslow’s professionalism and conduct during negotiations, in contrast to the talks when Everton signed Ben Godfrey last October. At that time Norwich were said to be annoyed with Everton’s director of football, Marcel Brands, who they believe talked down to them as if they were a small club.

As the weekend approached, Arsenal made their interest known. Villa were well down the line, though, and Arsenal’s negotiations were fractured due to the chain of command and the amount of other business they were planning to do in the transfer market.

For Arsenal, there was the added complication of their interest in Martin Odegaard, another creative midfielder. The Norwegian was Arsenal’s top priority in the playmaking position, but at this early stage of the summer it was unclear whether they would be able to sign him on a permanent basis from Real Madrid.

It was only in mid-August, more than two months after Buendia had officially joined Villa, that Arsenal were finally able to conclude their move for Odegaard, who had spent the second half of last season on loan at the Emirates.

Villa eventually agreed an initial £33 million fee for Buendia, which will rise to £38 million after instalments, and Arsenal were ultimately unwilling to match the wages on offer — reputed to be more than £70,000 a week.

The role of Villa's former Arsenal goalkeeper Emiliano Martinez, who shares the same agent as Buendia, was also crucial in persuading him to join while they prepared for a World Cup qualifier against Colombia.

At the time, long before Odegaard signed, Arsenal fans were frustrated at missing out.

Villa's rejected bids for Smith Rowe

Villa were not finished, however. Smith Rowe was another priority target and they were encouraged by his delay in signing a new deal with Arsenal.

It is understood Villa envisaged Smith Rowe playing in a front-three alongside Buendia and Ollie Watkins, with captain Jack Grealish operating as a No. 10 behind them.

Too many times last season Dean Smith was frustrated with attacking moves breaking down on the wings or in areas in front of Watkins, so those positions were seen as crucial this summer.

Villa made two bids, of £25 million and £30 million, but Arsenal never even considered selling. There was considerable surprise within the Arsenal hierarchy when the first offer was made, and even more surprise when a second bid came in shortly afterwards. Both were swiftly rejected, with Smith Rowe not available for any price.

Arteta made that abundantly clear in the summer, before Smith Rowe’s new contract had been finalised, by saying he would “100 per cent” be staying at the Emirates. “Without a question,” said Arteta, firmly.

Within a few days of those comments, Smith Rowe formally committed to a new five-year deal. He was also handed the No 10 shirt, which is a reflection of his importance to the club and their long-term strategy under Arteta.

The 21-year-old has gone on to start seven of Arsenal’s eight league games this season, and has been one of their most consistent performers in a patchy campaign so far.

Buendia has struggled at times for Villa, often being named on the bench, and it was arguably his best performance in the chaotic 3-2 defeat to Wolves last Saturday.

He can be a spiky character in training, fuelled by a desire to win at all costs, but Villa firmly believe he will underline why they smashed their transfer record to sign him.