Kaka’s transfer to Real Madrid could be worth up to $100 million a season in revenue to the La Liga side, according to research commissioned by Weber Shandwick Sport.
Research found that the Brazilian playmaker’s international profile will drive a sharp increase in shirt sales, sponsorship revenue, match ticket sales and global fan base. It is also believed he will increase Real Madrid's opportunities for tour games to lucrative markets and revenues generated from those visits.
“Kaka and [Cristiano] Ronaldo can be viewed in the same bracket as Beckham when it comes to global commercial impact, if their image is controlled right and Real Madrid improve their results in the UEFA Champions League as a result of their arrival,” said Simon Chadwick, director of the Centre for the International Business of Sport (CIBS) at Coventry University, on behalf of Weber Shandwick Sport.
“Becks sold a million shirts in his first six months at Real Madrid when he was just one of several 'galacticos' turning out for the all-whites, alongside the likes of Zidane, Raul and the Brazilian Ronaldo. Even if Real signed one or two of the other stars being mentioned, there would be a real focus on Kaka and Cristiano Ronaldo's talents on the pitch, but also their brand off it. That will pay for their transfers several times over, even with a bumper salary package.”
Chadwick suggested that Ronaldo's speculated move to the to Real Madrid could be worth up to an additional $75 million a year to the Spanish side, should Manchester United sell the current FIFA World Player of the Year.
