Unai Emery backs Nicolas Jackson to become a world-class striker at Aston Villa

Aston Villa manager Unai Emery believes Nicolas Jackson has the qualities to establish himself among the best strikers in world football, as the Senegal international continues to impress under his guidance.

Jackson has made an encouraging start to life at Villa Park, scoring seven goals in 11 appearances since joining the Premier League club from Chelsea. His performances have also caught the attention of Emery, who is convinced the 25-year-old has the talent and mentality to reach another level in his career.

The Spanish manager has been particularly impressed by the striker’s attitude and discipline, with Jackson receiving just two yellow cards since the beginning of the season. This represents a significant improvement compared with his time at Chelsea, where he collected seven bookings in his first 14 appearances.

“He’s a new Jackson,” Emery told the Birmingham Mail, highlighting the changes he has noticed in the Senegalese forward.

Jackson arrived at Aston Villa from Chelsea for a reported fee of €55 million, with the club bringing him in to replace Ollie Watkins following the England international’s departure to Saudi Arabian side Al-Hilal.

The former Villarreal forward has quickly adapted to his new surroundings and is beginning to justify the investment made in him.

Emery played an important role in bringing Jackson to Villa, personally contacting the striker to convince him to join the club. The pair previously worked together at Villarreal, where the manager handed the Senegalese his professional debut in October 2021.

Their previous relationship appears to have played a significant role in Jackson’s development, with Emery confident that the striker has the right mentality to fulfil his potential.

“I believe in him. I believe in him because of his work ethic, his mindset, his daily commitment, and his great consistency in pursuing his ambitious goals—goals he can achieve by working every day,” Emery said.

“He’s intelligent. He’s a player who is completely focused on football, as every player should be, and that’s certainly the case with him. We’ll see, but I’m optimistic and I believe he’s capable.”

Emery demands more from Jackson

Despite his impressive start, Emery believes there is still considerable room for improvement as he works to develop Jackson into a more complete striker.

The Aston Villa manager has followed the forward’s career closely since their time together in Spain and believes his current situation presents another important opportunity to fulfil his ambitions.

“It’s a different stage,” explains the most decorated coach in Europa League history.

“He’s already played at the highest level with us, at Villarreal. Back then, he was progressing rapidly; he was learning and developing at an impressive pace. He was demonstrating his qualities while meeting the demands of top-level football. But today, he’s a new Jackson. He truly has the potential to establish himself at the highest level.”

Jackson’s career has also included spells at Chelsea and Bayern Munich, where he spent time on loan and played alongside England captain Harry Kane.

Emery believes those experiences have contributed to the striker’s development, but insists that consistent hard work will be necessary if he is to reach the level expected of him at Aston Villa.

“For various reasons, things didn’t continue at Chelsea; he was then loaned to Bayern, where he played alongside Kane—a Ballon d’Or winner. So, a new chapter is opening for him with us: he has to work hard to close the gap between his current level and the one we expect from him,” Emery added.

“That’s the ambitious goal he has to set for himself. I’m working with him and being demanding. I hope we’ll see the results during the season. The idea is also to help him feel comfortable and confident, so that he can make the most of his qualities with us. He, too, has to put in the necessary effort, but for now, he’s on the right track.”

With seven goals already to his name, Jackson will be looking to maintain his scoring form as Aston Villa continue their campaign.

Emery, meanwhile, remains convinced that the Senegalese forward has the potential to become one of the leading strikers in the game, provided he continues to respond to the demands placed on him.