Rotherham United have missed out on signing striker Danny Ormerod after AFC Fylde rejected multiple bids for their prized forward. The Millers, who are looking to add a young attacker to their squad, saw their interest in the 20-year-old end when it became clear he was out of their price range, as reported by the Rotherham Advertiser this week.
Alex Bruce, the Rotherham manager, had watched Ormerod in a friendly earlier this summer and the club subsequently registered their interest. However, AFC Fylde confirmed they had received several formal offers, including more than one from League One clubs, and turned them all down. "The club have received a number of formal offers for striker Danny Ormerod, including more than one offer from clubs competing in League One," AFC Fylde said. They added that the bids were rejected because they "do not reflect the club’s valuation" in terms of structure and financial value.
Why was Danny Ormerod so highly valued?
Danny Ormerod's goal-scoring record made him a standout prospect. Last season, he scored 31 goals in 43 National League North appearances, a crucial contribution that helped AFC Fylde win promotion. He has started the new campaign in the National League impressively, scoring twice in his first three outings. AFC Fylde consider him an important part of their team and a significant long-term prospect, which explains their firm stance in the transfer market. His contract runs until the end of the season, giving his club a strong negotiating position.
What does this mean for Rotherham's transfer plans?
Rotherham's search for a young attacker continues with the transfer deadline next Tuesday. The club have been active this summer, making 11 new signings. However, all of those arrivals were either free agents or loan players, with the Millers not paying a transfer fee for any of them. This approach reflects the financial constraints following a difficult season which saw Rotherham finish 23rd in League One with 37 points from 42 games. Their goal difference of -29, with 36 scored and 65 conceded, underlined the need for more firepower. You can view the full breakdown of the squad's composition on our squad page.
Where does Rotherham go from here?
Manager Alex Bruce was spotted scouting at the Blackburn Rovers v Sheffield United Carabao Cup tie, indicating the search for reinforcements is ongoing. With the deadline looming, the club must now explore other options to strengthen their attack. The need for improvement is clear, as the final 2025 table showed Rotherham ended the season 56 points behind champions Lincoln City. The club's recent form of five losses from their last five games (LLLDL) highlights the scale of the task. Fans can track the team's progress and upcoming matches on our fixtures and standings pages.
The failed move for Ormerod shows the competitive nature of the lower-league market. While Rotherham identified a target, they were ultimately priced out of a deal for a player his club was determined to keep. AFC Fylde's focus is now on their Friday fixture against Forest Green Rovers, with Ormerod expected to lead their line. For Rotherham, the work to bolster the squad before the window shuts continues.
