Leeds United’s return to the Premier League has been covered all around the world, with two countries outside of the UK taking a very close interest.
Argentina’s sport media have been all over the story, largely due to Marcelo Bielsa’s crucial role in helping Leeds get out of the Championship. There’s a pride in Argentina that Bielsa has succeeded where others have failed, and also that he’s such a popular figure among fans of the Elland Road club.
Over in Italy, there’s some pride that Andrea Radrizzani has been the man to bring promotion to Leeds United, and perhaps also relief after the Massimo Cellino years.
Understandably, Radrizzani has spoken to the Italian media on repeat occasions since Premier League football was confirmed, and he’s keen people in Italy know just what a good investment he’s made.
Buying the Yorkshire club for £100m, he’s told Corriere della Sera that Leeds United is now worth £300m, and could rise much further: “Leeds is a lively, electric, passionate city. The brand is famous worldwide. We also bought back the stadium, Elland Road. Potentially the value can reach one billion. But first we have to stay in the Premier League for at least 3 years, then we can also fly to Europe, the goal is obviously to go to the Champions League. Dreaming big is a duty for those who do business.”
The Italian newspaper asked just how big the Premier League TV rights jackpot is, and Radrizzani explained: “More or less €100m. We have international partnerships with Amazon Prime, Adidas, Uber, Deliveroo. A modern club must aim to internationalise the brand. Next season we will reach £180-200 million in turnover. Similar to AC Milan.”
Looking towards the future, the Leeds United owner also explained his long term aim is to own a group which operates two or three football clubs around Europe.