The story of Silvio Berlusconi and the birth of the Champions League

Sign up to Miguel Delaney’s Reading the Game newsletter sent straight to your inbox for free Sign up to Miguel’s Delaney’s free weekly newsletter Sign up to Miguel’s Delaney’s free weekly newsletter SIGN UP I would like to be emailed about offers, events and updates from The Independent. Because, the last and only other time that Napoli travelled to Real Madrid - back in the 1987-88 European Cup - it involved a hugely bad-tempered game that also saw a manager call a player a “mafioso” and took place in front of no fans and in an odd silence, due to crowd trouble the previous season from Real’s infamous Ultrasurs. His philosophy was that football was a spectacle.” Or, as was put by some of those close to Berlusconi, “the television spectacular world-wide” - and the potential audience for his Canale 5. open image in gallery Real Madrid maintained success where AC Milan could not Making the European Cup a super league was not quite a new idea, though. The competition would the next season become the Champions League - to create what Fynn describes one of international sport’s two “supreme branded events” along with the NFL, right down to the distinctive classical anthem - an exclusive ‘family’ of corporate sponsors were signed up, and TV packages would be sold to the highest bidder, based on market share. Big clubs from the leagues with the largest TV markets would earn more and more money, accumulating more and more political capital Crucially, Berlusconi’s broadcasting model had properly permeated club football for the first time.