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<p>465 updates</p>
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title="Liga MX market values: Emerging talent Gilberto Mora sees a 122% rise - Paulinho and Martial experience downgrades">
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<p>As of the end of 2025, Transfermarkt has revised the market values of 465 players in Mexico's Liga MX. Major changes have occurred at the top: three players now share a market value of €10 million. Club América’s Allan Saint-Maximin, previously the most valuable player in Liga MX at €13 million, has seen his value drop to €10 million, where he now sits alongside Toluca’s Alexis Vega. Joining this elite group is one of Concacaf's brightest prospects: Gilberto Mora.</p>
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title="Liga MX: Overview of new market values"
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<p>“Gilberto Mora has transitioned from a high-potential prospect to a well-established youth profile,” said Osvaldo González Camacho, Transfermarkt Area Manager for Mexico. “At just 17, he is a regular starter for his club and a pivotal player for Mexico at the youth international level. His performances in the U-20 World Cup have confirmed what domestic audiences have witnessed: a maturity beyond his years, a decisive finishing ability, and strong tactical reliability.” Consequently, Mora is among the biggest beneficiaries of this update, seeing his market value surge by 122% from €4.5 million to €10 million. Recently featured in the Transfermarkt Talents Calendar, Mora is now one of the top ten most valuable players born in 2008.</p>
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<p>Conversely, Club América's key acquisition, Saint-Maximin, has encountered a decline in market value. After being signed for €10.3 million from Saudi Arabia's Al-Ahli in August, his valuation has decreased by €3 million. “Saint-Maximin arrived in Liga MX with a valuation largely influenced by his European career rather than his current situation,” commented Camacho. “While his technical abilities are unquestionable, his market value has been adjusted to better reflect limited playing time and an ongoing adaptation process. This adjustment is not a critique of his talent but a realignment of his value in accordance with actual performance.”</p>
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<h2>Liga MX market values: Paulinho and Martial see reductions while Ruiz joins the top tier</h2>
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<p>Meanwhile, at Liga MX Apertura champions Toluca, there have been both gains and losses. Midfielder Marcel Ruiz has had his market value raised by €1 million to €9 million, placing him closely behind the top-tier players. “Marcel Ruiz has developed into a player where consistency, influence, and tactical intelligence converge,” Camacho stated. “No longer just a promising midfielder, he is now one of the most complete central players in Liga MX. His ability to manage tempo, contribute effectively on both ends, and perform well under pressure solidifies his candidacy for a starting role in the World Cup. This upturn reflects ongoing sustained performance rather than merely hype.”</p>
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<p>In contrast, Paulinho, the Liga MX Player of the Season, has experienced a decrease in value. “Few players in Liga MX can rival Paulinho’s recent scoring history,” noted Camacho. “A multi-time top scorer and a key player in championship teams, his performance remains elite. However, market value is not solely based on past success but also on future sustainability. At his age, even exceptional consistency must account for natural depreciation factors. This adjustment acknowledges his ongoing relevance while appropriately placing him among experienced European-based veterans.” Paulinho's market value has declined by €1 million, from €7 million to €6 million.</p>
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<p>The Portuguese striker is now aligned in value with another former European standout: Anthony Martial. Signed by Monterrey for just €1 million from AEK Athens last September, Martial has seen his market value dip from €7.5 million to €6 million. “Martial’s valuation adjustment is linked to continuity, or the absence thereof,” Camacho explained. “His difficulties in Greece were not merely an isolated incident, but indicative of a larger pattern that followed him into Liga MX. Expectations have consistently exceeded his impact on the field. Ultimately, market value must align with performance, and the data here confirms an underperformance relative to his reputation. Until his on-field production aligns with expectations, an adjustment was unavoidable.”</p>
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<h2>Liga MX market values: USMNT striker also downgraded</h2>
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<p>Another prominent downgrade involved Cade Cowell, forward for the US men’s national team. “Cowell's case isn’t about diminishing potential, but rather a structural mismatch,” commented Camacho regarding the 22-year-old Chivas forward. “Limited playing time and a tactical system that doesn't fully exploit his physical strengths and vertical movement have hampered short-term development. At 22, his athletic profile and international prospects remain appealing, but the market value reflects current utility rather than hypothetical potential. A loan aimed at restoring continuity may swiftly reverse this trend, making the present decline more situational than irreversible.” Cowell, who will join the New York Red Bulls on loan when the transfer window opens in January, has seen his market value drop by €200,000, from €4 million to €3.8 million.</p>
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<p><strong><em>Understanding Transfermarkt market values</em></strong></p>
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<p><em>Transfermarkt market values are determined through various pricing models. A significant element is the Transfermarkt community, where members discuss and assess player valuations thoroughly. Generally, these market values do not equate to transfer fees.</em></p>
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<p><em>The purpose is not to predict a sale price but to estimate a player’s expected value in an open market. Each individual transfer scenario and situational factors play a role in defining market values. Transfermarkt refrains from employing an algorithm (detailed market value definitions can be found here).</em></p>
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