According to the publication, Khusanov has transitioned from being a promising talent to a pivotal component of Pep Guardiola’s squad. Simultaneously, he has emerged as a national hero for millions of Uzbeks. As Uzbekistan recently secured its first-ever qualification for the FIFA World Cup, Khusanov’s success in the English Premier League (EPL) is being viewed as a catalyst for the country’s growing international prestige.
A transfer beyond sports
Khusanov’s move to Manchester City for a reported £33.6 million was a landmark event for Uzbek football. However, the transfer also carried significant geopolitical weight. The article notes that while football is a prime way for emerging nations to illustrate their independence, old ties are not easy to cut. Grumbling occurred in the country at the way the transfer was reported in Russia, which ruled Uzbekistan until independence was declared in 1991.
His journey at the Etihad Stadium was initially challenging, especially during his debut against Chelsea, but the young defender has "risen like a phoenix" this season. Following injuries to Ruben Dias and Josko Gvardiola, Guardiola placed his full trust in the Uzbek international. Khusanov’s performance during last Sunday’s clash against Liverpool at Anfield was described as "immense." He has now started ten consecutive matches for the senior team, a run surpassed only by Nico Gonzalez within the current squad.
Explosive digital growth
The “Khusanov effect” is most visible in the club’s digital metrics. In January 2025, eyebrows were raised at City when the announcement of his signing proved more popular online than that of Omar Marmoush from Frankfurt.
While club officials were confident in Khusanov’s talent, the intensity of the digital engagement was unprecedented. In the two weeks after he signed, the club’s YouTube channel received more views from Uzbekistan than any other country, including the UK and Brazil.
By the end of the 2024/25 season, total views from Uzbekistan exceeded 26 million, propelling the country to 4th place globally in terms of the club’s digital audience. Furthermore, nearly one million Uzbek users now actively engage with the club’s official website and mobile application.
