A football marketing guru insists Manchester City can make their record-shattering Kaka deal work. Our European expert, who has dealt with some of the biggest names in world sport, currently works for one of AC Milan's rivals and prefers to remain anonymous.
But he insists City can recoup their colossal outlay, saying: "The bigger the name and the bigger the price, the more massive the player is as a marketing instrument.
"In the world of football every decade there is only room for one or two really world star players. "At the end of the 90s there was Brazil striker Ronaldo, with Nike, the Brazil team and moving from one big club to another. Then David Beckham got the marketing machine rolling.
"Ronaldinho was close to following him, but did not become as big. "Now it is Cristiano Ronaldo and Kaka set to take centre stage. You could say Lionel Messi too, but it also has to do with appeal, looks, the glamour of a player.
"Kaka has all that. His price will be close to £250m. But really he is for free." So how can City balance the books on Kaka?
The Euro marketing boss added: "He will get a five-year contract. That means City will have to get back £50m per year. "Their commercial and marketing firm will be able to get millions from friendlies all over the world.
"At the moment City can probably earn £200,000 for a friendly. With Kaka they will get £2.5m in the Far East. "The sale of replica shirts around the globe will boom. "And with a star like Kaka they can justifiably put £10 on the price of every season ticket next year and expect a bumper sale.
"They'll look to exploit TV rights and contracts to all South American commercial stations and to the Middle East, Far East and Australia. "I'd guess they'll take £5m from increases in sponsorship."
City are close to announcing new kit and shirt sponsors. Puma are likely to be the kit manufacturers with Etihad, the United Arab Emirates airline, emerging as favourites to become shirt sponsors.
