The Juventus CEO admits negotiations for the Real Madrid striker were difficult but believes the 21-year-old can bring great success to Turin after completing his moveAlvaro Morata is one of the best young talents in world football, according to Juventus director Giuseppe Marotta.
The Italian champions announced on Saturday that the 21-year-old had completed his €20 million [£15.8m] move from Real Madrid after weeks of protracted negotiations, with Morata signing a five-year contract.
Although he acknowledged it was a battle to convince Madrid to part with the Spain youth international - as well as fend off interest from other clubs - Marotta believes the lengthy pursuit of the player will pay dividends for the club in the coming seasons.
"He is 21, comes from Real Madrid and is one of the best young talents in European football and the world," Marotta told reporters at Morata's unveiling.
"He won two titles with the Spain Under-19s and U21s, and won the Golden Boot for those tournaments [the 2011 U19 European Championship and 2013 U21 European Championship]. He took part in Real Madrid's recent Champions League victory.
"He's played six seasons with the Merengues, so he has tasted all the success of the team and found a winning mentality. All of this led us to choose him.
"Negotiations have been difficult, Real Madrid wanted to hold him back and there was competition from other clubs. If Alvaro is here today it is because he wanted to wear this glorious shirt.
"Real have the right to a repurchase, but the player is here and will have a great experience with us. We hope he can stay here, hence the five-year contract."