The Champions League final is never just a football match.
Especially this season, with the final being held at Leeds United's home ground, the significance was even more extraordinary.
In the history of the Champions League final, there have been three instances where the host team of the final venue also reached the final. The most recent was Bayern Munich in 2012, but they failed to lift the trophy at home, missing the golden opportunity after losing to the formidable Manchester City.
Going further back, the second-ever Champions League final in the 1956/57 season saw Real Madrid defeat Fiorentina 2-0 at home.
In the 1964/65 final, held at the San Siro, Inter Milan edged out Benfica 1-0.
Now, this all-English final between Leeds United and Manchester City becomes the fourth time in history that the host club reaches the Champions League final at their own stadium.
For Leeds United, being able to contest the final at their home ground is a tremendous honor. The club has placed great importance on this opportunity, inviting numerous guests and legends to Leeds to witness this historic moment.
The club also arranged a packed schedule of events, inviting guests, football legends, and media from all over the world to visit Amazon Stadium, Elland Road Shopping Street and Shopping Centre, the AXA Centre, and more.
It's a rare and excellent opportunity to showcase Leeds United to a global audience.
And what could attract more attention than a Champions League final?
Leeds United has gone all out on advertising and marketing, launching a massive global promotional campaign.
This isn't Leeds being overly dramatic. It's a tactic long employed by Europe's top clubs.
Think back. Which Champions League final in the 21st century had the least impact? Which club gained the least from it?
There's only one answer: Porto in the 2003/04 season.
While fans may fondly remember the underdog clash between Porto and Monaco, from a commercial standpoint, it was a disaster. Both direct and indirect revenue for Porto as champions hit record lows, and the global exposure of the final was minimal.
Why?
Aside from neither club being a traditional giant with global reach, they lacked any sort of marketing strategy. They simply played the final.
Porto played, won the trophy, took the prize money, and that was the end of it.
In reality, the prize money is just one part. The true value of winning the Champions League lies in the follow-up revenue over the next two or three years.
That doesn't just fall into a club's lap. It requires deliberate planning and management.
This is the biggest difference between elite clubs and average ones.
Just like now, after reaching the Champions League final, Leeds United spent nearly a month promoting themselves globally, working alongside world-class sponsors like Nike, Amazon, E-Car, and AXA.
For example, E-Car launched a special Champions League final service tailored for Leeds United, helping fans worldwide travel to the UK for the match. AXA Insurance also released a Champions League final package for Leeds United fans.
As for Nike, it needs no introduction.
The commemorative jersey that Leeds United wore during the final round of the Premier League, when they lifted the trophy, sold over one million units worldwide within two weeks.
What does that mean?
Manchester City didn't even reach that number for their entire season last year.
Many people ask, how did they achieve that?
Apart from being sold globally through the American sports e-commerce giant Fanatics, Leeds United's kits are also distributed through Nike's channels. Preparations were made well in advance. Once the title was secured, the kits hit the shelves immediately. With the help of media and global marketing, they sold out quickly.
What many don't know is that Leeds United had already prepared a Champions League commemorative kit as early as last season. It would have marked the club's first Champions League title, which made the design especially meaningful.
Unfortunately, they didn't win the final that year, so the commemorative kit was eventually released as a limited edition.
This season, Leeds United redesigned a new championship kit.
If they win the final, it will be available that night in the Amazon Arena fan shop and on the Fanatics website, then distributed through Nike's global channels.
Leeds United now has ample experience in this area, with a dedicated team responsible for all operations.
According to the club's internal projections, if they win both the Premier League and Champions League this season, shirt revenue alone next year will surpass £100 million, setting a new club record and placing them alongside Europe's top clubs in terms of commercial strength.
More importantly, the entire supply chain—from design and manufacturing to sales—is controlled by Leeds United.
This is the club's greatest source of confidence.
...
By the time Gao Shen returned from Paris to Leeds, the Champions League final and Leeds United had already generated global buzz.
As soon as he landed in the UK, the atmosphere surrounding the final was already intense.
Upon entering Leeds, the entire city was immersed in football.
Leeds City Council launched various urban renewal projects and introduced numerous services for fans attending the final, while also organizing a range of celebratory events.
The biggest winner was undoubtedly the Westfield Shopping Centre, located next to Amazon Stadium.
Wenger and Ferguson returned from Paris together with Gao Shen.
Both men were now senior consultants at Gao Shen's company—not just figureheads, but with real responsibilities.
To put it more elegantly, they were expected to deliver genuine value.
Of course, Wenger liked to joke that Gao Shen was squeezing every last drop of value out of two poor old men.
At that moment, the three of them were seated in an upscale restaurant on the top floor of the shopping centre, looking out at the bustling crowds and street performers below. The shopping district had brought in food vendors from all over the world, offering global cuisine to fans and tourists.
Ferguson and Wenger couldn't hide their admiration.
When it comes to running a club, Leeds United had truly set the gold standard.
Across the Premier League—or even all of European football—no other club could manage their stadium environment like Leeds United.
"A few days ago, the British Minister for Sport came to visit and said he supports our bid to host the final again. Leeds City Council is also very interested," Lucas said proudly.
Gao Shen might be the captain of the ship, but Lucas was the helmsman, managing every detail. His sense of pride and accomplishment was no less than Gao Shen's.
"I think it's best not to host it again too soon. Give it a few years," Lucas added with a smile.
Everyone nodded in agreement.
While hosting events so frequently might bring short-term benefits, the long-term impact would decline, eventually doing more harm than good.
Spacing them out would be better.
"Given the current economic situation in Europe, fewer countries are willing to host the Champions League final."
Whether hosting such a large-scale event is profitable depends on various factors. But the requirements are strict.
For example, a five-star stadium is a minimum, with over 50,000 seats, top-tier locker rooms, and full supporting facilities.
Some stadiums have never hosted such events before, and major renovations would be needed, which requires investment.
Then there's the matter of the host city—its infrastructure, accessibility, and capacity to handle large crowds.
To use an extreme example, if Hoffenheim applied to host the final, they would never be approved.
Where would all the fans even stay?
Looking at history, it's clear that finals are often hosted at stadiums like Wembley in London, the Santiago Bernabéu in Madrid, the San Siro in Milan, and the Stadio Olimpico in Rome.
These venues host repeatedly.
Based on current trends, the next likely stadiums include the Wanda Metropolitano in Madrid and the Estádio da Luz in Lisbon. In 2022, the 30th anniversary of the Champions League rebrand, it is expected to return to the Stade de France.
Some things are predictable.
Even Porto's Estádio do Dragão is in the rotation, though its 50,000-seat capacity is borderline. Dividing tickets three ways—between the two clubs and UEFA—leaves very few for each group.
The ideal size is something like the Bernabéu, which seats 80,000 to 90,000. If not, then a stadium like Amazon Stadium with 60,000 to 70,000 is good enough to fill the gap.
Whether the event is profitable is hard to say, but the host city will definitely benefit.
...
"What do you think about the final?" Ferguson asked Gao Shen with curiosity.
Everyone turned their eyes to him. They all knew Gao Shen's judgment was usually very accurate.
"Who knows?" Gao Shen shrugged with a wry smile.
But everyone knew him well enough to expect more.
Sure enough, after a brief pause, he continued.
"Whether it's Guardiola or Barcelona, they both fear two things the most: effective pressing and fast counter-attacks."
In truth, Gao Shen's comment could apply to many teams.
But with Barcelona and Guardiola, the risk is higher.
Because they love possession football.
Pressing and counter-attacking only work when the opponent has the ball.
The concept is there, but executing it is another story.
The same tactics can have completely different effects depending on the manager and the team.
How can I explain it?
It's like comparing the seller's photos and the buyer's photos on Taobao.
The same outfit looks completely different on different people.
It's the same in football tactics.
"If I had to make a prediction for this final, I'd say I hope Guardiola doesn't hold back or hesitate. Just go for it!"
As Gao Shen finished, he burst out laughing.
Ferguson, Wenger, Lucas, and the others instantly understood and joined in the laughter.
A thug isn't scary. What's scary is a thug who's cautious.
The same applies to conservatism.
(To be continued.)