"Cristiano isn't just a football player; he's already a celebrity, a brand in himself, followed by fans all over the world," the general manager of marketing communications told Marca. "But the strategy isn't just about them, as important as they are, but also about the rest of the clubs and players. Stars come and go, and fans come and go with them. Cristiano's challenge is a challenge, but there's more to it."
He added: "The challenge is not only to focus on the big names, but to go beyond that and raise the level of all clubs, not just the big four or five... We have two strategies: developing young Saudi talent and attracting young players from abroad. In the last transfer window, we saw that the signings were younger. The average age was 23.4. And that's the challenge: for a 23-year-old who has only played for one major club in Europe to choose the Saudi League at that age to develop."