Beitar Jerusalem Secures Record Signing Alexis Serna Amidst Frugal Transfer Policy

Beitar Jerusalem is set to finalize the acquisition of Colombian winger Alexis Serna for €550,000, making him the club's most expensive signing since Almog Cohen took over as professional manager. This fee represents a significant saving of 45% from the original asking price of €1 million by his former club, Medellin.

Serna's arrival exemplifies Beitar's current transfer strategy under Cohen, which began in the summer preceding the 2024/25 season. Cohen, appointed in February 2024, has overseen a period of gradual improvement, with the team finishing second last season and reaching the third qualifying round of the Conference League this year. The club has focused on signing players who had limited opportunities at larger clubs, such as Yarin Levi, Ziv Ben Shimol, and Uri Azoulay, alongside players from less conventional leagues.

Serna and Bryan Carabali join from the Colombian league, while players like Calou and Gadrani arrived from Sweden and Georgia, respectively. Beitar has also strategically acquired several prominent players on free transfers, including Omer Atzili, Sean Weissman, and Tomer Yosefi.

Serna's transfer marks the most expensive signing during Cohen's tenure, a period characterized by efficient and profitable management, contrasting with previous ownerships. The club's approach is notably different from that of other top teams, which are spending unprecedented amounts on players. Beitar's strategy prioritizes identifying and developing young Israeli talent, evidenced by signings like Yarin Levi, Daniel Workman, and Noam Mocha, who were acquired for development fees.

This meticulous scouting and negotiation process, led by Cohen and CEO Kfir Edri, has been crucial. Even when deals faced obstacles, such as the failed transfer of Luka Gadrani, the club demonstrated persistence. Despite some risky signings not always panning out, like Ailson Tavares or Gonsales, Beitar's overall approach has yielded success, transforming them from a team battling relegation to a championship contender within two years, all while spending less than €2 million on transfers over three seasons.