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For Real Madrid president, Florentino Perez, the debt has two sides. First, financial institutions still believe in selling the value of Real Madrid. Second, with debt to get Ronaldo and Kaka, “El Real” instead of investing the yield  is certain and very measurable.

In mid-July 2009 and then, sales of replica costume number “9″ Ronaldo straight boom. Two hours after the Portuguese star was introduced at the Bernabeu, a replica of the costume for 85 euros (about USD 1.2 million) sold 15 pieces per minute. Official souvenir shop at the Bernabeu in the day earn 170,000 euros, just the costumes Ronaldo. Previously, 600 pieces of costume replica Kaka also sold in a matter of hours.

In the end, one may assess the price of Kaka and Ronaldo crazy, rising to the skies Ferguson said. But who can deny them both at once iconic “gold mining” Real Madrid. Perez even boasted, real value of Kaka and Ronaldo far above the purchase price. “It always happens, the world’s most expensive player became the most expensive after arriving at the Bernabeu,” Perez said as he reminded the purchase of Zidane in 2001.

By bringing Kaka and Ronaldo, the two best players the world has certainly able to raise again the image of Real Madrid who have debts total 581 million euros. That’s why Perez also considered David Villa, Valencia striker, who is not as famous as Kaka or Ronaldo, overpriced at a price of 40 million euros.

Outside the football business, Perez and Technical Director Jorge Valdano sure, Real Madrid as a business entity will never leave his fans. “Maybe we were in trouble with debt. However, as long as we still have fans, it does not need to worry, “said Valdano.

After all, the famous research firm Deloitte, Real Madrid is still the richest club in the world in the last three years. With revenue 366 million euros a year (2007-2008), Real Madrid are richer than its nearest competitor, MU, with 257 million euros of income.

Perez believes, the arrival of Kaka and Ronaldo will be Real Madrid income doubled. Apart from the sale of souvenirs, also from the bonds of the television broadcast rights and other sponsors. Problem achievements, Perez did not want too much thought. Everything submitted to Manuel Pellegrini, the coach who this summer brought in from Villarreal. Perez just manage the debt through its investment in Kaka and Ronaldo, the new Los Galacticos.

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The shirt has become an icon of sport, particularly football, where the garment is worshiped. Acts such as dress, exchange, covering the face with them to celebrate a goal, throw the public in the fervor, are part of football ritual.

Trademarks of various items found in it an advertising medium, as the teams point to three businesses: the official sale, the replica and the sponsorship money that she will leave them in their coffers.

The design and colors are generally not the result of chance, but are linked to the hallmarks of the institution, region or sector they represent. This causes a sense of ownership is increasing.

Although at this point, teams have been modernized, emblems and symbols that characterize each group were maintained as a marketing and advertising strategy that has gradually achieved a position in the domestic market.

National green stripes, the devil of America, Millonarios characteristic blue, the tables in Boyaca Chico or the red of Santa Fe, are images that remain in memory of the fans, even those who without knowing of strongly identify with these football teams.

This year, 16 of the 18 Colombian football clubs have changed the design of their uniforms, especially the shirts that look at every professional tournament date. Many did for fashion and very few for profit.

The phenomenon of Millionaires with the Adidas brand has been a ‘boa’ for our environment. According to data released by the team president, Juan Carlos Lopez, the German firm certified that for the first half of this year and sold 111 thousand garments (not just the blue shirt competition, but the alternative, sweatshirts, jackets, tennis shoes, etc.) not only in Colombia but fans and warehouses abroad, which will report to the club the not inconsiderable figure of 1,000 million pesos, an increase ten times that of the 100 million received in all of 2008 for the same concept with other national brand, Sate. And missing profit generated from July to December. The long-sleeved blue shirt in stock worth 125,000.

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Globalization era, meaning free-market era. All logic, like do not like had already wet should be subject to this logic. Managing soccer, as the preachers take care of his people, the management needs in accordance with market logic, the logic means money. Not only manage the management of players on the field, but must be smart to manage the business market. Without it, it means digging the grave. We can enjoy the glittering world of football business with billions of details of the contract money players, tens of thousands of tickets sold, or royalnya sponsors that support a club. But this was only true in a handful of clubs. Beyond that, other clubs are in a situation of financial pulsate.

For a top club, the players, and leading sponsors such as Adidas, Nike Inc., Groups and Vodafone PLC, it can be said to always bring good news. But what about the other clubs? In all of Europe now recorded about 400 major division team in a state of financial instability, even in 40% of the category “ill.” It has become common discourse, that the only clubs who qualify for the Champions League and UEFA Cup could profit. This means that, although classified as a top club but if it fails to be a champion of one of the championships will be facing financial losses.

Journalist Jack Ewing in BusinessWeek  note, the clubs in Serie A, Italy lost a total of $ 485 million in the 2002 season from $ 1.4 billion sales-and lost at least $ 360 million in 2003. Apparently, in the year 2004, this prediction much closer to the truth. According to Staudt, former CEO of IBM Germany VfB Stuttgart boss now, one of the Bundesliga club, in England Premier League may only five of the 20 teams which recorded profit before tax in the new season just ended. Staudt is already poor across the world of football business in the end realize that football is not just a sport, but a heavy business world.

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