Esteve Calzada (Lleida, 1966) is a 'rockstar'. Well, it is actually the CEO of Al Hilal, but its path within the 'Fan Zone' of the Saudi Arabia team prior to the debut in the Club World Cup against Real Madrid (21:00 hours) is like that of a star of those who play at the Hard Rock Stadium. There is no fan dressed in the blue shirt of the most laureate club in the country that has changed the world of football recently that does not recognize him. “'Stiv', 'Stiv' (sic), my son loves you.” Next two steps: Interview with a chain of Tunisia. A little further, Marabunta of fans for a collective portrait that did not live when he was commercial director of the City Group; Marketing Director of FC Barcelona o President of Sabadell.
Even a Boca fan stands and joins the delirium of photos and compliments for the person responsible for a set that has not lived their best season, but that arrives at the Club World Cup willing to dynamite the geopolitical map of football. He has already done it, Riyadh, a capital to which Calzada reached a unique opportunity for a unique opportunity. Adoration has its reasons: The Hilal has not achieved its fundamental objectives this season, which are nothing more than “winning everything.” A voracity in which they resemble Real Madridthe most often club in Arabia, hence the environment of the Super Cup.
Is Al Hilal's investment fever and the rest of the Saudi teams end? Never, because the objective of the Saudi Pro League continues to have the best players in the world. But not at any price. What has ended is the indiscriminate payment of unreal wages, as well as the pre -intermediaries who come to sell the solution for all evils, but which are unknown to the elementary: Arabia is a deeply soccer country and thus was demonstrated in a previous Miami that was an embrujo to convince that if you want, you can. As if not to do it after the mass bath from which we took Calzada with this interview.
You are practically a celebrity. Something the same has never been seen in a CEO. How is that managed?
Well, that demonstrates the passion for football, right? Because in addition, I do not grant interviews in the local media. The follow -up on social networks is huge, and that means that, without wanting, I find that they ask me for photos on the street. You have to handle it naturally and understand that it is also a responsibility.
How is the Saudi strategic project with vision 2030 as a model of the future with respect to other markets such as China or India that failed to consolidate in football?
The difference is very simple: here is real hobby. In China, when tried to boost football with great players, he did not set because there was no hobby, it was not the main sport. In Saudi Arabia it is crazy. The first people are from their domestic league team and then they are from Barça or Madrid. I would say much more from Madrid than Barça. You go to a game, I no longer tell you when Barça or Madrid comes in the Super Cup, you go to one ours, and the fans do not stop encouraging.
We have to go back to Rivelino in the 80s as a great foreign star. Was perhaps the first great attempt to professionalize?
Yes, and since then it has been a process of decades, at different speeds. Al-Hilal has always been the biggest club in Saudi Arabia and has always tried to bring renowned players. In recent years, with the change that the sovereign fund has meant acquiring 75% of several clubs, there is an even greater impulse. Great names have arrived within a government program (the PACE), but that push should serve to activate all the levers: more fans, more merchandising, more sponsorship … generate own income. There is activated a virtuous circle that allows you to sign with your own resources.
This extraordinary club of the Club World Cup has made only two additions, but of your League. Change of model or punctual situation?
This market is not representative. It has been short, with a new competition, and some players were with the mind on vacation, others tired, or simply have not given the conditions because many came only for a short -term tournament and we did not want to make decisions that affect us two or three years. There are no urgencies: we have a plantill and there was no need to reinforce any position. But when this tournament ends and the normal window is opened, we will be there as always, with ambition.
Sign Simone Inzaghi marks the beginning of a new stage? You are the first Saudi Arabia team that makes a great commitment to the bench.
Completely. It is a blow to the table. It comes from making a glorious cycle with Inter. We want to have the best players and the best possible coach. We have had the success of bringing it and its arrival marks the starting point of a new project. Al-Hilal has to win everything. Last season, although we won the Super Cup and enter the Champions, we are not worth seconds. With a first -class myister, it is also more attractive to sign players.
The penalty was the injury, and it was also unfairly criticized. Most of their injuries have been due to hard tickets, not due to lack of professionalism. It was unfortunate. We couldn't count on him almost anything. But its impact on marketing was spectacular
How do you value Neymar through Al Hilal? Is there a feeling of regret?
It's not about saying if it was a success or an error. The penalty was the injury, and it was also unfairly criticized. Most of their injuries have been due to hard tickets, not due to lack of professionalism. It was unfortunate. We couldn't count on him almost anything. But its impact on marketing was spectacular. We capture more than 42 million followers on social networks and, most importantly, they have stayed. They are no longer only Neymar followers, but of the club.
How does the privatization of clubs progress in Saudi Arabia?
It is a plan in progress. The goal is for clubs to walk alone, to generate their own resources. We already had history, titles, popularity. We did not start from scratch. And although we are now part of that wave initiated by the sovereign background, we have a very solid base.
How many minders have you received during this last year and a half on your phone? Has the interest shot?
This has been like gold fever. Not only of players, also of consultants, agencies … And that I am not the sports director. They contact me with proposals and, if it makes sense, I pass it to him. But of course, if you get to me, imagine what will come to the sports director. I just ask you to study our team before offering us players. Do not offer me a central if we already have a consolidated one.
Esteve Calzada, during the mass bath that took place in Miami before debuting against Real Madrid. / Denís Iglesias
Do you think the balance between Saudi and foreign players that is proposed in the Saudi Pro League?
Yes, absolutely. We have the responsibility of forming local talent. Not only players, but also executives. I myself, as a foreign executive, must collaborate to form local paintings that can assume responsibilities. It is part of the commitment to the country.
Saudi Arabia is again a main sponsor in the Club World Cup through the PIF, the public fund. There is no great sporting appointment worth its salt in which the country of Al Hilal is not present.
That are decisions of the sovereign background. They have an ambitious sponsorship program that covers many sporting events, not just this tournament. It shows the ambition as a country.
What objectives does Al-Hilal have for this Club World Cup?
Get as far as possible. For me, I have been in football for many years, it is the first time I go to a club tournament with the suitcase without knowing when I will return. In selections it does happen, but in clubs no. We want to return as late as possible. And in addition, I notice that the love of clubs is even more passionate than by the selections. Seeing Boca or Palmeiras fans in Times Square is impressive.
Esteve Calzada, in the Al Hilal training field / Valentine Enrich
Is it a blessing that European clubs are?
Of course, that's why it's a World Cup. As in any World Cup, there are teams of different levels. But that variety is the essence of the tournament.
For Al Hilal it can also be a good time to do business, can you sign any player in the world today?
To any player who wants to come and that we can pay, yes. We do not have unlimited money, but solid arguments beyond money. Sports project, quality of life, environment … players are happy here. We don't cut ourselves to contact anyone.
Now we are at that time that I compare it with my early years in Manchester City, that all players had an offer of the “al-city”, right? Then they were going to negotiate their renewal saying: “Hey, if you don't renew me, I have an offer from the City”, or after the PSG. In our case, that is happening now with Saudi football
Is it positive that Cristiano Ronaldo Follow in the Saudi League through Al Nassr?
For us it is neutral. Its initial impact was evident, attracted attention and other players. But now it is consolidated.
How much is true in what is published in Europe about Saudi football?
Well, now we are at that time that I compare it with my early years in Manchester City, that all players had an offer of “al-city”, right? Then they were going to negotiate their renewal saying: “Hey, if you don't renew me, I have an offer from the City”, or after the PSG. In our case, that is happening now with Saudi football. We are used as a tool to have greater negotiation capacity. Of course, sometimes there is something true, but many others see what is published and I wonder where it has come from. The easy is to say: 'Does this player want it? Well, Saudi football wants it. ' That's easy. But yes, as many names are launched, from time to time they succeed, of course. Because we are active and we are ambitious. But it is true that we are at that time where we are used often without really anything.
What represents to be CEO of Al-Hilal, after Barça and City Group?
It is an exciting adventure. He arrived with 58 years, when I least expected. I was fine at the City, but they came to look for me with a powerful project. It is a personal and professional challenge. On a family level it is complicated, because my family has not come, but I am learning Arabic, with a private professor, two hours a day. It's not easy, but it helps me integrate. I can read texts. I have taken it seriously.
And the Al-Hilal songs? Do you already know?
I still don't know the lyrics, I have to study it. There are several … but they are already hitting me.
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