Ivanović discusses record transfer to Benfica and new market value

Exclusive interview 

Exactly one year ago, striker Franjo Ivanović (22) spoke to Transfermarkt about his remarkable journey into professional football. This was followed by his big breakthrough at Union SG, the Belgian championship title and a historically expensive transfer to Benfica in Lisbon. Now we asked the Austrian-born Croatian to talk to us again about his triumph in Saint-Gilles, his new market value and his start at the Portuguese record champions, where he initially felt like he was in Disneyland.

In the latest market value update, Ivanović reached a valuation of €20 million for the first time on Transfermarkt. "The last few years have been just crazy. When I was first valued at €5 million, I thought: Wow," he says. "The subsequent updates were surreal for me, and the current one is just awesome."

High goals with a wink: Ivanović hopes for a market value of £100 million

On the subject of increasing market value, Ivanović says with a grin: "As a player, you always want to improve, and market values are a good indicator. I'm now aiming for 30 million, but the ultimate goal would be 100 or 150 million euros. I think you should set yourself high goals." 

Looking back on last summer: the traditional Belgian club Royale Union Saint-Gilloise had to wait 90 years for this moment; after almost a century, the club celebrated winning the championship again in the summer. Tyrolean Ivanović also played a major role in this success. The success story began last year. While playing for Croatian first division club HNK Rijeka, he caught the attention of the Belgians, who were looking for young, promising players in line with their club philosophy. "For me, Royale Union Saint-Gilloise was an absolute stroke of luck and I am still very grateful that the club gave me the chance," Ivanović tells us.

He rates the Belgian league as "an absolute top league for young players. You can see this year with Ardon Jashari or myself that the league is a good springboard. Looking back, this year has helped me enormously to develop in a wide variety of areas, both in terms of sport and as a person."

Ivanović on title triumph and championship celebrations with Union SG

When we last spoke to Ivanović in October 2024, the striker had already made his mark at Union in the European Cup and the Jupiler Pro League. At that point, it was not yet clear that the Blue and Yellows would be crowned Belgian champions, and that remained the case for quite some time, even though Ivanović alone contributed almost a dozen goals in the following period.

At the end of the regular season, KRC Genk, with German head coach Thorsten Fink, were at the top of the table, nine points ahead of second-placed Club Brugge. Union were in third place. Ivanović recalls: "At that point, we weren't yet established as a team. We were too careless or not consistent enough in front of goal, and we also conceded unnecessary goals. However, I never felt that the other clubs were superior to us. I knew that once we had found our feet as a team and were playing well together, no opponent would be able to stop us."

And that's how it turned out. The championship in Belgium is decided in a playoff mode, and this is where Union really took off. The club won nine out of ten games and Ivanović scored more goals. Across all competitions, the Croatian scored 21 goals and provided seven assists. He scored what was probably the most important goal on the last matchday, putting his team 1-0 up against Gent (see Union's complete schedule for the championship season).

Ivanović: Playoff system in Belgium "stupid and unfair"

"In games like these, you naturally have to contend with the pressure of expectations and the fear of failure. When you've come this far, you don't want to lose," says the young striker. "It may sound simple: one more game and you're champions – but that one game can just as easily backfire. But in the end, everything turned out well."

Ivanović says of the subsequent championship celebration: "I had actually bought cigars for the celebration in advance because I was convinced we would become champions. So it would have been pretty stupid if we hadn't made it. I was also shocked at how expensive the cigars were. We celebrated all night long, and I still feel bad that I went to the championship gala the next day without showering. I don't think the smell was very festive."

Although Union benefited greatly from the playoff system by winning the championship, Ivanović takes a critical view of the format. "Of course, a playoff format brings a lot more excitement to the league, no question, but from a player's point of view and in a completely neutral way, I think the format is stupid and unfair. Genk had a really strong run and played great football for months. Not being rewarded in the end is really tough."

His personal development did not go unnoticed by Europe's top clubs. Ivanović had matured into a complete striker in Belgium, and numerous Bundesliga clubs had him on their radar in the summer. Among others, Eintracht Frankfurt and FC Bayern Munich were said to be seriously interested. However, the Austrian-born player instead moved to Benfica for a transfer fee of €22.8 million – a record income for Union, just ahead of Victor Boniface. At Benfica, only future stars Enzo Fernández and Darwin Núñez commanded higher fees than Ivanović for players under the age of 21 (among Benfica's most expensive transfers).

Ivanović also held talks with German clubs

"Of course, it makes you incredibly proud when you see your name mentioned in connection with such clubs," says Ivanović. "It's true that there were talks with some German clubs. But at Benfica, not only did I have the best feeling, but the future plan that was presented to me also convinced me the most."

In the first few days after arriving in Lisbon, the 22-year-old already sensed that everything was a size bigger at the Portuguese record champions. In terms of membership, the club is one of the largest in the world. On 26 February 2025, Benfica became the first sports club to announce a world record of 400,000 members. FC Bayern has since surpassed this mark, becoming the first club in Germany to do so.

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"Benfica has a special myth and the dimension is also completely different," says Ivanović. "When I arrived at the airport before signing, there were already 30 or 40 journalists and several camera crews waiting. I had thousands of messages on Instagram when the transfer was finalised. I notice the status that the club has in the country every day. No matter where you go, everyone wants a photo or an autograph from you." 

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Ivanović at Benfica: "I thought I was at Disneyland"

Ivanović describes his first impressions of his new working environment as follows: "When I first entered the training ground, I thought I was in Disneyland. The training complex is huge and the conditions are top-notch. But what impressed me most was the first home game. The stadium is like a real cauldron every time. Because of this atmosphere, you run even faster and go the extra mile."

The persistence of Benfica president Rui Costa, who was involved from the outset, played an important role in the Croatian international's move to the Eagles. "When he enters a room, he fills it with his aura," says Ivanović about the Benfica boss. "He is an absolute football legend, so it was very impressive to talk to him. In every conversation, I noticed how passionate he is about Benfica and how he tries to pass on that passion."

With a transfer fee of €22.8 million, Ivanović ranks fifth in the history of the Portuguese record champions. He also wears the number 9 shirt, which usually comes with high expectations from the fans. Does that put additional pressure on him? "When a club pays a high transfer fee for you, it doesn't matter what shirt number you wear," says Ivanović. "The pressure doesn't decrease if you wear the number 25 instead of the number 9. You have to ignore the transfer fee, otherwise you build up an incredible amount of pressure that prevents you from performing at your best. When I'm on the pitch, I don't feel any pressure at all, but rather joy and satisfaction. For me, there's nothing better than being a professional footballer." 

Ivanović wants to stay true to himself

Despite his new standing in world football, Ivanović wants to keep his feet on the ground. He says: "Why should I change just because I'm now a professional footballer and perhaps earn a little more money than other people? There are players who spend thousands of euros on holidays, cars or luxury items, but that won't happen with me. Before I treat myself to a luxury holiday, I'll rent a holiday home in Croatia and enjoy the time with my family. One saying has shaped me over the years: "I don't have to do anything except make sure that I am at peace with myself and feel inner contentment."

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Ivanović looks back on his first appearances in the premier class with humility. "The Champions League, especially the anthem, evokes a special fascination. It's the biggest stage you can reach as a club player. As a child, I was allowed to take a tour of Stamford Bridge and even visit the changing rooms. It was really surreal when I was allowed to be in those changing rooms myself as a professional footballer a few weeks ago." The centre forward explains with a laugh: "I was probably like so many children, I never felt like I was allowed to watch a Champions League game to the end. It was always: Franjo, tomorrow is school. After the first half, you go to bed. That's why I enjoy the Champions League all the more now."

But 2025 had more in store for Ivanović than just Europe's elite competition; he also made his debut for the Croatian national team in March. He now has eight caps and two international goals to his name. He says: "I've been following the Croatian national team since I was a child and am, of course, a huge fan. In fact, at the beginning, I felt like I was in a commercial for a sports equipment manufacturer, where a fan lives the dream of being a national player." Ivan Perišić made a lasting impression on him. "He gave me so many tips, for which I am very grateful to him. When you see him on the pitch, when you see his physique, you realise he's an absolute machine. He tore his cruciate ligament two years ago. Others would have ended their careers, but he fought his way back and simply delivers."

Ivanović "grateful" to have Mourinho as his coach

The former FC Augsburg youth player wants to learn and benefit as much as possible from one of the star coaches in professional football – José Mourinho. In September, the two-time Champions League winner took over as manager at Benfica. "He has two sides to him," reports Ivanović. "Off the pitch, he's a really nice, easy-going guy you can joke around with. On the pitch, he's consistent, serious and very meticulous. I am incredibly grateful to have him as my coach. When he talks to me, I just listen. I try to absorb every word because it may contain valuable knowledge. As a coach, he has achieved what I want to achieve as a player – winning the Champions League."

Interview by Henrik Stadnischenko