Stanislav Gridasov

Having spent 160.5 million euros on the best football player in the 2007 world of Brazilian Kak and the best football player in the world of 2008, Portugal Cristiano Ronaldo, the president of the Real Madrid, Florentino, returned not only to big football - he again on the banners of sports marketers, merchandisers and other lovers to reduce the game to the numbers of accounting reports.

In the apologetic legends that flooded the world press, Florentino Perez does not appear not a dashing madman who, having accepted the club burdened with debts, decided to shit for borrowed money in a crisis, but a wise and subtle strategist, a business practitioner who could turn a financial hole dug in the budget, into a deep foundation for the construction of future victories.

Stanislav Gridasov

In all the editions where Stanislav Gridasov previously worked (Sport-Express, Russian Telegraph, Izvestia, GQ), the leadership regularly accused him of laziness and siberia. To avoid reproaches, he himself became a leadership. First, he created in 1998 the Sports Today website, appointing himself as its editor-in-chief, and in 2004 it became the chief of the PROSTIST magazine. He loves to boast that in journalism he worked at all the works, even a designer and a writer.

Experts have already figured that the purchase of Kak and Cristiano will increase Real Madrid by 106 million euros. Where another 50 million euros will come from (especially when you consider that the Person plans to spend another 150 millions of another one) this summer is not yet specified.

In the list of the most expensive transfers in the entire history of world football, the first four lines occupy transactions that Perez signed. Two of them fell on his first (from 2000 to 2006) the presidency in Real Madrid, when the concept of Galakatikos gathered in the team four owners of the Golden Ball (Zidana, Owen, Figue and Brazilian Ronaldo) and the main market manager of modern football David Backham. The Portuguese Luis Fige, who moved from Barcelona to Real Madrid to the first summer of Perez for 58.5 million euros, and French Zidan, who replaced Juventus to Real Madrid for 76 million euros the next summer, in this list the fourth and second, respectively. Bronze - at Kak, gold - at Cristiano Ronaldo.

It's funny, but the team that became in the 2000s. A symbol of crazy and inexpensive expenses, barely crawled into a transfer TOP-10: in 9th place-the transition of Andrei Shevchenko from Milan to Chelsea for 46.5 million euros. And that high amount was the result of the long and stubborn requests of Jose Mourinho to buy him the great Ukrainian striker. And the Roman “Lazio” of the time of the stormy Kranitti, and the Milan “Inter” of the indefatigable Moraatti, and the current Arab furs from Manchester City (with the ransom from Real Madrid Robino, who was refused to buy Chelsea Abramovich with the wording “too expensive”) - none of them and closely fell off for football players as Florentino Perez, Perez. The calculation genius is lying.

“Zidan was the cheapest player I have ever bought. The acquisition of stars is not a waste of money, but their investment, ”says Perez. As the first evidence of this maximum, the numbers published by the audit company Deloitte are usually used. According to herresearch , Real Madrid for four consecutive years remains the most profitable football club in the world. The other truth is that both during the transfer, and after his resignation, and now, after his return, the Madrid “Real”, no matter how much he was selling T -shirts Backham, was and remains a unprofitable enterprise.

It owes his football business-Slav pereta to those times when free money went to the markets, as citizens in Tverskaya, when sneakers were redeemed into brands faners (a mechanism well described in No Logo Naomi Klein ), and when the investor was guided not so much on current profit, but on the promises of “growth rates” beautifully formalized in the presentation.

In a radiant skyscraper, which again began to build in the royal Madrid Florentino Peres, contains, in my opinion, a crafty flaw. Agreeing with Mr. President that the club is not a cement factory and not a construction company that are required to make a profit (otherwise why?), I can’t agree that Real Madrid was again proudly re -profiled from a football team to the agency of sports marketing.

No matter how talented and successful the efforts of transfers for the sale of T -shirts, subscriptions and advertising space, the most valuable for the fan is still not the first place in the Deloitte report. Having accepted the Real Madrid in the 2000s in the status of the winner of the Champions League, spending a huge amount of money, over six seasons, Peresa won another league and two championships in Spain, doubled in the example of Valencia and Barcelona. And now, when all newspapers are slaughtered with forecasts, how many T -shirts will sell to Cristiano, how many girls will begin to root for Real, how the brand capitalization will grow, almost no one (nobody!) Speaks about the most important. But how will Real and Ronaldo in the composition play? What football? And what will he be able to win? So this column also came out at all about that.

English parody: Ronaldo leaves Manchester

The author’s opinion may not coincide with the position of the editors of gzt.ru