Unai Emery laid bare: Balague’s inside story on Villa’s rise, Arsenal scars and a Europe-fuelled obsession

Unai Emery has muscled his way back into Europe’s managerial elite, and Aston Villa are the beneficiaries. In a revealing new book, Rise of the Villains, journalist Guillem Balague charts the Spaniard’s journey from the bruises of Arsenal to a claret-and-blue renaissance at Villa Park. Emery’s unfinished business in England became a mission – and he’s settling it on his terms.

Unfinished business in England

Sacked by Arsenal in November 2019, Emery rebuilt his aura at Villarreal before the Villa project came calling. Balague recounts that first meeting with co-owner Nassef Sawiris – the “blank sheet” moment – as a line in the sand. Emery wanted his lieutenants, the right support network, and a club ready to buy into his way. The buy-in came quickly: a statement win over Manchester United at Villa Park ended a multi-decade hoodoo and set the tone. From there, he convinced players and supporters alike to do it his way.

The payoff? Villa returned to Europe’s top table for the first time in 41 years and Emery committed his future to the Midlands, signing an extended deal through 2029. This is a manager with a plan and a club aligned to it.

Europe is Emery’s fuel

Fifteen consecutive years in European competition have shaped Emery’s philosophy. Balague paints a picture of a coach who thrives under the floodlights: Europe brings prestige, leverage for his players, and the kind of nights that stick to the ribs. Four Europa League titles (three with Sevilla, one with Villarreal) and a runners-up medal with Arsenal in 2019 underscore the obsession.

Setbacks get banked as motivation. Balague says Emery bristled at dropped points that cost a higher league finish in the run-in, shutting out scoreboard noise and demanding a result at Old Trafford. The target never changes: keep Villa on the European carousel – and if needed, win the Europa League to punch that Champions League ticket again.

PSR pinch and the Villa Park reality

The work off the pitch has been just as exacting. Profit and Sustainability Rules have forced sharp elbows in the market. Balague steers clear of spreadsheets and focuses on the human toll: sleepless summers, phones glued to hands on “holidays,” deals dangled and lost, internal debates, owners seeking constant clarity. The message is clear – Villa’s recruitment team has lived on a tightrope.

He also flags the financial ceiling created by Villa Park’s size and Birmingham’s economics. This isn’t London; the matchday cash simply isn’t comparable. The stadium’s capacity limits revenue, yet Villa remain European regulars and, in Balague’s eyes, are punching to be a top-six or seven force. That, in itself, is some trick.

Loans, star power and the Emery method

Here’s the Emery tell: he’s system-first, names second. Balague stresses that the manager’s priority is plugging players into structure and extracting output immediately; if a short-term signing moves on, so be it. In his account, Villa weren’t shy about short-term, high-profile solutions – think Marcus Rashford, Marco Asensio and later Jadon Sancho on a temporary basis – jabs of X-factor rather than grand love affairs. There were even internal chats about handing the No 10 brief to Morgan Rogers and building around him. And where numbers didn’t stack up – taxes, salary demands – the club walked. Process over panic.

Arsenal scars, ‘Good ebening’ and the human side

Balague’s book doesn’t duck the Emirates-era turbulence. There’s the playful nod to Emery attempting to trademark his now-iconic “good ebening,” but also the frostier realities: a toxic dressing-room moment, the Mesut Ozil stand-off, and a coach who felt isolated when narratives turned. That sense of “unfinished business” became drive – prove the method works, in the Premier League, at a club willing to follow it through.

The pundit’s verdict

Villa under Emery are ruthless, structured and upwardly mobile – and the man in the dugout still looks hungry enough to chew nails. A manager with four Europa Leagues on his CV doesn’t crave parades; he craves progress. With momentum building again and Europe on the agenda, don’t bet against him adding another medal to the cabinet.

And if you’re sizing up where Villa land in the markets this season, our best betting sites guide is a handy companion for the form book.