Bruno Guimaraes enjoyed his best ever goalscoring season after bagging nine goals for Newcastle United in 2025-26. Some news conferences live longer in the memory than others. Bruno Guimaraes made an instant, and lasting, impression when he was presented to the media following a £35m move from Lyon to Newcastle United. "We're going to be a big power in world football," he vowed in January 2022.

Eyebrows were immediately raised because at the time Newcastle were a lowly 19th in the Premier League. But the Brazilian had reason to believe. The club's hierarchy had signalled to him ambitions to reach the Champions League - to even try to win the competition. All this while Premier League survival hung in the balance.

Eddie Howe's side went on to pull away from danger, qualify for the Champions League in two of the following three seasons, and to boot they ended Newcastle's 70-year wait to win a major domestic trophy by lifting the EFL Cup in 2025.

But now what? Senior figures at Newcastle have repeatedly stressed the club are thinking big in the long term, but it feels like the project has reached a crossroads. Alexander Isak pushed and got his wish to join Liverpool last summer, while Anthony Gordon completed a move to Barcelona in May this year. Tottenham Hotspur have tested the waters with an opening bid of about £80m for Sandro Tonali, and Arsenal are poised to make an offer for Guimaraes.

Some of the game's highest-earning clubs clearly sense an opportunity to target Newcastle's best players. So can Newcastle hang on to Guimaraes, their most prized jewel of all? Newcastle do not want to lose Guimaraes and the club are adamant he is not for sale. It is understood Arsenal have not yet made an approach.

Outsiders may coldly argue that this is the time for Newcastle to sell Guimaraes, given he turns 29 in November. But Guimaraes is Newcastle's captain and talisman. Such is his quality, he went top of the World Cup assists leaderboard by teeing up Gabriel Martinelli's late winner against Japan. A fourth assist in four games, at the highest level. This is the measure of the player.

Even measured staff behind the scenes at Newcastle openly talk about him being an "inspirational" figure. Newcastle have lost plenty of games when Guimaraes has featured, of course, but Howe's side failed to win any of the 12 league fixtures he missed between August 2022 and February 2026.

Former team-mate Emil Krafth experienced Guimaraes' influence at first hand after spending four and a half years with the midfielder at Newcastle. "He's the most important player in the team," Krafth said. "He manages the game so well, both physically and technically. I hope they can keep him. There's a lot of rumours surrounding him, which is not surprising because he's had a good World Cup and a great season."

Guimaraes tellingly emerged with credit following Newcastle's bruising domestic campaign. Newcastle slipped to 12th place in the Premier League, but they would have been in a far worse position without their player of the year.

Having worked with the coaching staff on getting further up the field, and anticipating where the ball will fall inside the box, Guimaraes even finished as Newcastle's top scorer in the Premier League with nine goals. He scored openers against Nottingham Forest, Burnley, Tottenham Hotspur, and Crystal Palace as Newcastle picked up 10 points from a possible 12.

His mentality also shone through with a number of late goals at St James' Park, including a 90th-minute winner against Fulham and a stoppage-time penalty equaliser versus Leeds United in a topsy-turvy match Newcastle went on to win.

Guimaraes' ability to make things happen has long been invaluable to head coach Howe. Although he missed a chunk of the season through injury, Guimaraes still ranked in the top five players across the league for defensive line-breaking passes (46) and through balls (21). He also led the way at Newcastle for passes under high intensity pressure (998), which illustrates how he relishes responsibility.

Yet there are also intangibles that can't simply be measured in data. Guimaraes has a deep bond with Newcastle supporters, which has evidently driven him on, as season ticket holder Adam Stoker explained. "We saw his reaction after the [2025 EFL] cup final, when he was crying, and that amazing interview he did post-match where the words he spoke in that moment almost summed it up better than any actual Geordie could have," Stoker said. "I hate to say it generally, but he just gets it. There's a lot to be said in the modern age of footballers where people come, give their all for a few years and then they move on, but it's rare that you get someone like Bruno. It does feel like he's become completely immersed in the club, the city and the region. I don't think I've ever known anyone have this much rapport with supporters. The only person you can put him in the same stratosphere as is [Alan] Shearer."

'It's all about getting the right deal' - Anderson on Tonali and transfers, Nickson will leave transfer legacy at Newcastle. Shearer spent a decade at his boyhood club, but Newcastle need no telling that the career of a footballer is short. Internationals want to play in the Champions League in their peak years. They want to compete for the biggest trophies. They want their status in the game to be reflected.

The current income gap is such that Guimaraes' suitors, Arsenal, spent more on wages (£346.8m) than Newcastle generated in revenue (£335.3m) in the respective clubs' most recently published financial accounts from 2024-25. Yet we don't quite know what will happen in this case.

Are intermediaries merely gauging the market? Could Guimaraes end up signing a new deal with Newcastle? Time will tell, and it still feels like Newcastle can signal their intent to Guimaraes and others in a number of ways. As the fifth anniversary of the Saudi takeover approaches, in October, plans have still to be publicised for a new state-of-the-art training ground. The wait for a decision on the future of St James' Park goes on, which will be crucial to Newcastle bringing in more revenue. Players like to see progress.

In the short term, the club could do with a breakthrough in the transfer market - something to reassure their current crop that the aspirations of being that "big power" live on. And as Krafth said: "If they can keep Bruno, that's very important for the club."

Spurs' Tonali hunt shows chasm Newcastle must bridge.