The Beautiful Game

So the Perez effect is really happening. Real Madrid are breaking records daily at the moment. First Kaka, now Ronaldo. Maybe they will create an ecconomic equation to recognise the impact that this is going to have on European football. Perez seems set to assemble a squad brimming with attacking talent (although not sure that is going to do the trick given the dodgy defenders on their books) and a new era of Galacticos will be confirmed when the Portugal star puts pen to paper.

Anyway, I know that Ronaldo is an amazing player, and United have relied on him heavily in the past 24 months, but they have done the right thing to accept this offer, it creates such an opportunity for them to re-shape their attack. More and more the team has been lop-sided this past season as Ronaldo has been the pinnacle of their threat. Against Barcelona in the UEFA Champions League Final, it seemed they were more and more reliant on the Winker to get them back in the game, very unlike United they looked out of other options.

This potential deal, and influx of cash, now paves the way for United to rebuild their attack, and I would not be surprised to see them change the way that they play for next season and modernise the 4-4-2 that has served Sir Alex so well during his years at Old Trafford. I think they will be able to get Ribery or Valencia (maybe both?), keep Tevez and maybe add another striker. I think Rooney will shift into a more central role alongside Berbatov, with real width coming back to the team - it also feels as though Fergie is ready to unleash his new crop of Young Guns on the Premier League. Gibson, Wellbeck & Macheda could be the ones rubbing their hands at Ronaldo's exit.

What is facinating now is how the market will react for the rest of the summer. What will Man City do? I have a feeling that their owners like to be the ones leading the spending trail - and I am sure that Kaka being sold for nearly 50% less than City offered in January will hurt their new owners. The problem they have is that none of the current 'World Class' players would go to City  - but they will still definately want to make a statement this summer and I expect them to buy old, but very good players (Eto'o etc).

I think Madrid will be much stronger next year, and will certainly entertain with Kaka and Ronaldo alongside the rest of Los Merengues, but I think when it comes to the UEFA Champions League, United will be the real winners....

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So Kaka has done the decent thing by Milan. Thankfully he turned down Man City and has actually joined a club with great history & one of the biggest teams in world football. But at £50-odd million he also represents a massive jump back in time by Madrid. The re-election of Perez as President comes after rivals Barcelona secured a historic treble in the 2009/10 season.

This could cause a massive shock-wave throughout European football if it continues. Milan now have a bundle of cash in their pocket and will be looking to improve, Chelsea and Man City are itching to get their Oil money out. If Real also bag Ronaldo then there will be a big swell across the big teams land grabbing the talent that is out there. And this causes some interesting thoughts as brands look to activate endorsement deals.

Kaka follows David Beckham's example of sticking to Adidas Teams (AC Milan - Real Madrid), which is probably a good thing as he, alongside Messi is their leading light to talk about in World Cup year. I guess I would be a bit gutted if I was Mr Sony and Fallon and just put out a massive campaign, which was likely to be scheduled to grow, with Kaka in a Milan kit nice creative treatment, but now very dated. ...oh the commercial dangers of the transfer window.

As more and more brands take up independant sponsorship deals with key talent (Castrol & Ronaldo, [Insert Brand} & Beckham), more and more issues develop on creative planning and the impact that a big cheque book can have. I am certain this is of no concern to Mr Perez, but anyone with top talent involved in their activation planning might want to check on how a white kit would look in the scamps...

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