Major tournaments always produce a few breakthrough stars whose exploits on the big stage raise their profile to a new level.
Previous World Cups have heralded the emergence of El Hadji Diouf, Mesut Ozil, Asamoah Gyan and James Rodriguez amongst others, contributing to big-money transfer moves.
The Netherlands’ Cody Gakpo has stood out so far, scoring against Senegal and Ecuador in his country’s first two group games.
Coming on the back of an excellent start to season with PSV Eindhoven, those goals have substantially increased his status and value.
Alongside Arsenal and Liverpool, Manchester United are one of several leading clubs who continue to monitor Gakpo’s progress.
In the summer, the 23-year-old winger turned down potential moves to Leeds United and Southampton in order to continue his development at PSV.
It’s proved to be the right decision as a run of 14 goals in 23 games across all competitions, in addition to his international success, have boosted Gakpo’s prospects.
In a press conference ahead of the Netherlands’ final group game against Qatar, he was asked about the speculation linking him with bigger clubs.
“My focus is now on the World Cup, but it is always nice to hear of such rumours. I just try to focus here and do my best,” said Gakpo.
“I know what I’m capable of, but it is always a challenge to reach the highest level that's possible and I am not there yet. I think I can improve on many things.”
Gakpo came through the youth ranks at PSV to make his Eredivisie debut against Feyenoord in February 2018.
Over the last few years, he has developed into a key player with greater consistency and a much better goalscoring record.
He was responsible for the winner in the KNVB Cup final earlier this year, as PSV came from behind to beat Ajax 2-1.
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