The University of Navarra has a department they call the Economics, Sport and Intangibles Research Group (ESIrg) and they do try to put cash values on media presence etc.
In Roo and Ron United have the perfect marketing double act - they cover all the bases. United, in fact, have 4 players in ESIrg's top 20 (Ron at 1, Roo at 3, Tevez at 13, Giggs at 20), Barcelona have 4, but Madrid only has 1 (Raul at 14).
It doesn't affect their short term revenues - the Spanish fan base is secure, the overseas fanbase has been developed over years but it does affect their wow factor. Fact is - they haven't got a Youtube player. Robben, Robinho etc have great skill but they just don't have "it" - and the next generation of revenue supplying overseas (convertible) fans may be being won on the playing fields of Youtube and PES
The Youtube generation watches United and Barca and when one of the ultimate Youtube players, looks like he was delivered by a Hollywood teen movie casting director and happens to be Europe's top scorer - you've got all the "it" in one handy multilingual package. The fact that they'd be taking him off United makes him even more attractive. The fact that he might even help them win stuff (and get Calderon reelected) means that you go to the bank and ask for a loan.
ESIrg values him at around 80 to 85m Euros - which oddly enough is the figure that Madrid talked to their bank about.
ESIrg are at:
http://www.unav.es/econom/sport/index.php?section=1
And their last general football report (subtitled Manchester United Strikes Back) is downloadable - all 53 pages of it, at:
http://www.unav.es/econom/sport/fil...6fb6e9a/1212750385_R09_MV_Football_June08.pdf