The summer of 2011 brought subtle but significant changes to FC Barcelona's institutional atmosphere. Sandro Rosell's presidency, which had begun the previous year, was starting to implement changes that prioritized commercial interests over sporting tradition.
For fourteen-year-old Mateo, training in the Juvenil category at La Masia, these shifts were barely perceptible - but his enhanced observational abilities allowed him to detect the early warning signs of institutional transformation.
The changes began with seemingly harmless adjustments to daily routines and administrative procedures. Meeting schedules were altered to accommodate new commercial obligations.
Training sessions were occasionally interrupted by photographers and videographers documenting content for the club's expanding media presence. Academy staff found themselves attending seminars on brand management and marketing strategy alongside their traditional coaching education.
