The shift was most apparent in meetings and evaluations that included representatives from the commercial department. Where traditional football coaches saw Mateo's extraordinary abilities and unique leadership qualities, the marketing specialists saw problems and limitations that could affect his commercial viability.
"His communication challenges could be problematic for media obligations," he overheard one administrator saying during a meeting he wasn't supposed to witness. The conversation was taking place in a corridor outside the main conference room, and Mateo had arrived early for a scheduled evaluation session.
The administrator was Roberto Fernández, the commercial director who had been leading the push toward greater commercialization of the academy. He was speaking with one of the academy directors, discussing the commercial potential of various players in the current cohort.
