Jackson scored 12 goals and provided four assists in 26 La Liga appearances for Villarreal that season, helping establish himself as one of Europe’s most exciting young forwards. Chelsea subsequently paid around €37 million (£32m) for the striker in June 2023, handing him an eight-year contract.
Three years later, however, the move has failed to deliver the consistency Chelsea hoped for. And while Jackson has shown enough during pre-season to make a Villa move feel like a difficult decision for some Chelsea supporters, leaving Stamford Bridge could ultimately be the best outcome for everyone involved.
Jackson Has Given Chelsea Fans Something to Think About
There is certainly an argument for keeping Jackson.
The striker has impressed during Chelsea’s preparations under new manager Xabi Alonso, showing the pace, movement and physicality that have always made him an intriguing forward. Chelsea’s decision to give him another look during pre-season was partly intended to allow Alonso to assess whether there was still a role for him in the squad.
That has inevitably led some supporters to question whether selling Jackson would be a mistake.
There is also an interesting argument involving Cole Palmer. Jackson was one of Palmer’s attacking partners during the England international’s extraordinary 2023/24 campaign, when Palmer became one of the Premier League’s most influential attacking players. Jackson’s willingness to run beyond defenders, stretch defensive lines and occupy centre-backs can create the spaces that a player like Palmer thrives in.
Chelsea, therefore, have to consider whether Jackson’s value extends beyond his own goals. Sometimes, a striker’s importance is also measured by how much better he makes the players around him.
Why Jackson's Chelsea Career Has Still Fallen Short
Despite those positives, it is difficult to describe Jackson’s Chelsea career as anything other than a disappointment relative to the expectations surrounding his transfer.
His numbers have not been disastrous. Jackson scored 14 Premier League goals in 2023/24 and another 10 in 2024/25, while adding five assists in each campaign.
The problem has been everything surrounding those numbers.
Jackson’s finishing has repeatedly frustrated Chelsea supporters. His movement frequently puts him into excellent goalscoring positions, but his inability to consistently convert chances has prevented him from becoming the reliable No.9 Chelsea desperately wanted.
Then there is his disciplinary record.
Jackson has developed a reputation for losing his composure at crucial moments. By June 2025, he had accumulated 18 yellow cards and two red cards for Chelsea across competitions.
For a striker already struggling with consistency in front of goal, unnecessary suspensions only make the situation worse.
The Bayern Munich Episode Says Plenty
Perhaps the biggest indication that Jackson’s Chelsea story has run its course is what happened before his return to Stamford Bridge.
Jackson pushed for a move away from Chelsea and ultimately joined Bayern Munich on loan for the 2025/26 season. Bayern initially agreed to a loan deal with an obligation to buy if certain appearance conditions were met, but the German champions ultimately did not make the move permanent.
Jackson subsequently returned to Chelsea, despite reports at the time that he did not want to return and was determined to remain in Munich.
Bayern's decision not to sign him permanently is significant. If Chelsea and Jackson both believe a fresh start is required, continuing to force the relationship is unlikely to benefit either side.
Why Unai Emery Could Revive Jackson
This is where Aston Villa becomes particularly attractive.
Jackson already knows Emery’s football, and Emery knows exactly what Jackson is capable of producing. More importantly, Emery has repeatedly demonstrated an ability to get players performing at a higher level.
Morgan Rogers is an obvious example. The England international has spoken openly about his rapid development under Emery after joining Villa from Middlesbrough, while his performances eventually earned him major recognition before his big-money move to Chelsea.
Emery has also helped rejuvenate players who needed a change of environment, with Marcus Rashford's Aston Villa spell providing another example of a player rebuilding his confidence and influence under the Spaniard.
For Jackson, this could be exactly what is required, a manager who understands his strengths, trusts his natural ability and can work on the weaknesses that have held him back.
Aston Villa Could Be the Best Choice for Everyone
Chelsea supporters may understandably be reluctant to give up on Jackson after seeing flashes of what he can offer. His pre-season form is a reminder that the talent that attracted Chelsea in the first place has not disappeared.
But sometimes potential needs the right environment.
Unless Xabi Alonso decides that he wants Jackson at all costs, selling him to Aston Villa could be the best solution for all parties. Chelsea could move on from a complicated relationship, Villa could acquire a forward who already understands Emery’s methods, and Jackson could finally return to the manager who helped turn him into a €37m Chelsea signing in the first place.
For Jackson's career, a reunion with Emery may not be a step backwards. It could be the move that finally takes him forward.