Esteve Calzada (Lleida 1966) landed at Barça some time before the first team board formed by Laporta, Rosell and Soriano. He was in that virtuous circle at the head of Barcelona's marketing department. Later, and for 12 years, he was part of the transformation of Manchester City in the commercial area, with sporting successes and income records. He also led Sabadell as president and since January 6 he has settled alone in Riyadh, as the new CEO of Al Hilal, the most successful team in Saudi Arabia. The city and the country are abuzz, especially in sports businesses, and Calzada did not want to miss it.
“I had already come to visit in December and I have been in continuous contact with the club for weeks,” the Catalan executive begins in conversation with La Vanguardia. Calzada, like for example Ramon Planes, who has just signed as sports director of Karim Benzema's Al Ittihad, is part of the wave of structural hirings in Saudi football, beyond the signing of renowned footballers.
“A friend from human resources told me that there are so many projects in contention in Saudi Arabia that there is a lack of talent to cover them all,” Calzada specifies.
They came looking for him in the month of August and seduced him. “What distinguishes Al Hilal is that it is the most successful team in Arabia and Asia, with eight Asian Champions League titles. 50% of the population of Arabia is from Al Hilal. It represents the equivalent of a club in the country with 28 sports modalities. He has a great hobby. I was not going to leave City, where I was very comfortable, to go anywhere. In fact, I would only have left City for a project as attractive as Al Hilal,” the CEO explains.
According to Calzada, contrary to what it may seem, Saudi football is not a bottomless pit of spending. “What they ask me is to launch a project that increases the professionalization of the club at all levels. The sovereign fund that has made a large investment in the four main clubs has set the wheels in motion but from here on they are not going to waste money. Money is not unlimited, here we have to meet a budget, make the brand grow globally, increase income and rationalize expenses. I have to be accountable to a board of directors and I have to do it like in any other club, presenting a good results account that meets the objectives."
Some objectives that will not be achieved overnight. In Calzada's opinion, Saudi football has come to the fore to stay because it has a base behind it. “The wheels have been set in motion but this is a long-term project. The Saudi project is not an artificial project, like China's because there were no fans there and here there is a real football fan. We put 25,000 people in each game and when we face Al Nassr this is multiplied by three,” he specifies.
Another difference with leagues that in the past managed to make an impact with flashy cards lies in the profile of footballers they are looking for, beyond veterans like Cristiano Ronaldo or Benzema. "Here, in general, we don't want players for a golden retirement, but rather 25, 26, 27-year-old footballers who are at their peak." Less veteran than the Portuguese and the French is Neymar, the Calzada team's star signing but who was injured just signing. “His loss has been a blow because his signing was a shock. Sportingly, we have not noticed his absence, with 19 consecutive victories, but we hope to have him in the summer because obviously he is an important pillar of the project.” Calzada has signed for three and a half years, with a succulent financial offer, although he emphasizes that money has not been the main reason for his landing in Riyadh.
“Obviously my contract represents an economic improvement but money has not been the main reason, but the project. I was not poorly paid at City, where we had won the treble and income records in the last three years.”
Coming to Saudi Arabia, a dictatorship, has not posed a moral dilemma for the executive. “In the end this country is changing a lot in recent times. Here life is normal despite the fact that it is a megalopolis with traffic jams and the heat is sure to be intense in summer. “This city and this country are in full swing, on a sporting and general level, with many works and projects and with the World Cup on the horizon in 2034.”
From a distance Calzada does not forget Sabadell. "I follow his career, I keep the shares but the presidency required a dedication that I could no longer give." He also has Barça in mind, a club of which he is a member. “I wish him the best and regarding his current management problems I prefer not to go into it much. It is true that it is difficult to fix the situation he was in but thanks to the power of his brand, over time he will achieve it.” What Calzada now occupies is the Al Hilal brand. You will not lack resources.
Esteve Calzada (Lleida 1966) landed at Barça some time before the first team board formed by Laporta, Rosell and Soriano. He was in that virtuous circle at the head of Barcelona's marketing department. Later, and for 12 years, he was part of the transformation of Manchester City in the commercial area, with sporting successes and income records. He also led Sabadell as president and since January 6 he has settled alone in Riyadh, as the new CEO of Al Hilal, the most successful team in Saudi Arabia. The city and the country are abuzz, especially in sports businesses, and Calzada did not want to miss it.
“I had already come to visit in December and I have been in continuous contact with the club for weeks,” the Catalan executive begins in conversation with La Vanguardia. Calzada, like for example Ramon Planes, who has just signed as sports director of Karim Benzema's Al Ittihad, is part of the wave of structural hirings in Saudi football, beyond the signing of renowned footballers.
“A friend from human resources told me that there are so many projects in contention in Saudi Arabia that there is a lack of talent to cover them all,” Calzada specifies.
They came looking for him in the month of August and seduced him. “What distinguishes Al Hilal is that it is the most successful team in Arabia and Asia, with eight Asian Champions League titles. 50% of the population of Arabia is from Al Hilal. It represents the equivalent of a club in the country with 28 sports modalities. He has a great hobby. I was not going to leave City, where I was very comfortable, to go anywhere. In fact, I would only have left City for a project as attractive as Al Hilal,” the CEO explains.
According to Calzada, contrary to what it may seem, Saudi football is not a bottomless pit of spending. “What they ask me is to launch a project that increases the professionalization of the club at all levels. The sovereign fund that has made a large investment in the four main clubs has set the wheels in motion but from here on they are not going to waste money. Money is not unlimited, here we have to meet a budget, make the brand grow globally, increase income and rationalize expenses. I have to be accountable to a board of directors and I have to do it like in any other club, presenting a good results account that meets the objectives."
Some objectives that will not be achieved overnight. In Calzada's opinion, Saudi football has come to the fore to stay because it has a base behind it. “The wheels have been set in motion but this is a long-term project. The Saudi project is not an artificial project, like China's because there were no fans there and here there is a real football fan. We put 25,000 people in each game and when we face Al Nassr this is multiplied by three,” he specifies.
Another difference with leagues that in the past managed to make an impact with flashy cards lies in the profile of footballers they are looking for, beyond veterans like Cristiano Ronaldo or Benzema. "Here, in general, we don't want players for a golden retirement, but rather 25, 26, 27-year-old footballers who are at their peak." Less veteran than the Portuguese and the French is Neymar, the Calzada team's star signing but who was injured just signing. “His loss has been a blow because his signing was a shock. Sportingly, we have not noticed his absence, with 19 consecutive victories, but we hope to have him in the summer because obviously he is an important pillar of the project.” Calzada has signed for three and a half years, with a succulent financial offer, although he emphasizes that money has not been the main reason for his landing in Riyadh.
“Obviously my contract represents an economic improvement but money has not been the main reason, but the project. I was not poorly paid at City, where we had won the treble and income records in the last three years.”
Coming to Saudi Arabia, a dictatorship, has not posed a moral dilemma for the executive. “In the end this country is changing a lot in recent times. Here life is normal despite the fact that it is a megalopolis with traffic jams and the heat is sure to be intense in summer. “This city and this country are in full swing, on a sporting and general level, with many works and projects and with the World Cup on the horizon in 2034.”
From a distance Calzada does not forget Sabadell. "I follow his career, I keep the shares but the presidency required a dedication that I could no longer give." He also has Barça in mind, a club of which he is a member. “I wish him the best and regarding his current management problems I prefer not to go into it much. It is true that it is difficult to fix the situation he was in but thanks to the power of his brand, over time he will achieve it.” What Calzada now occupies is the Al Hilal brand. You will not lack resources.
