From Ronaldo to Ramos: Florentino Pérez creates a school of thought

This week brought two separate stories that may actually belong together. On one side, Florentino Pérez broke a 10-year silence to assure the world he is “strong as an oak” and intends to remain president of Real Madrid until at least 2029. On the other, Sergio Ramos completed the deal that will make him one of the owners of Sevilla, a far less common path for a former player than moving into coaching. Two different ways of charging headfirst into the future, bound together like in the old days, and perhaps making them more alike than recent tensions between them would suggest.

It was Pérez who signed Sergio Ramos for Real Madrid in 2005 and handed him the iconic No. 4 shirt when he was only 19. Madrid paid roughly $29 million for the defender, making him the most expensive teenage signing in soccer at the time. Until Ramos’ messy exit in 2021 after contract talks dragged on and eventually collapsed, the relationship between the two was always described in almost familial terms. Florentino, according to journalists who heard him speak privately over the years, saw in Ramos the player he himself would have loved to be – someone who embodied the virtues of his idol Pirri. Ramos, meanwhile, viewed his president as the kind of successful executive he hoped to become one day. Next season, they will meet again in the directors’ lunch before Sevilla and Madrid games, perhaps with plenty to discuss.

The Florentino school of management

Ramos is not the first former player to become a soccer executive, and he will not be the last. Johan Cruyff’s greatest legacy is often said to be the extraordinary number of coaches shaped by his ideas. Florentino’s influence may be proving just as powerful in the boardroom. If Cruyff produced generations of managers, Florentino appears to be producing presidents, owners and executives.

Living and working under the current Madrid president left a mark on many players. Ronaldo Nazário started the trend, and Pedro León appears likely to continue it when he eventually retires and takes charge of Real Murcia. Those close to the club say Florentino’s greatest gift has always been persuasion. His ability to convince players to join Madrid became legendary – from Zinedine Zidane and the original Galácticos to Karim Benzema and Kylian Mbappé years later.

When Florentino arrived at the Bernabéu in 2000, the impact was seismic. Not only did he unexpectedly defeat Lorenzo Sanz in the presidential election, but he immediately unveiled Luís Figo, captain of Barcelona, as his marquee signing. Inside Valdebebas, people still describe that moment as transformational. It set the tone for an era in which seemingly impossible deals became reality.

Ronaldo, Beckham and the executive generation

Several members of those early Madrid squads eventually followed Florentino into executive roles. Fernando Hierro combined coaching with sporting director positions and even served as Spain’s national team coach during the 2018 World Cup. Iker Casillas flirted with running for president of the Spanish federation and later entered the Kings League world. Aitor Karanka gradually stepped away from coaching duties to focus more on analysis and management. Michel Salgado remains involved with Fursan Hispania in Saudi Arabia, while Savio worked in sports representation and real estate. Luís Figo leaned toward advisory and ambassadorial roles, much like Roberto Carlos and Manolo Sanchís. Santiago Solari still walks around Valdebebas daily in a suit rather than training gear.

Among all Florentino’s protégés, Ronaldo stands above the rest. In 2018, the Brazilian purchased a controlling stake in Real Valladolid before later increasing his ownership. In 2021, he also acquired Cruzeiro, the club where his career began. Ronaldo has never hidden his admiration for Florentino. “He changed the way people see soccer,” he once said. “The game evolved into what it is now because of Florentino Pérez. He’s the best president I’ve ever known.”

David Beckham became another symbol of that evolution. The former England captain is now president and co-owner of Inter Miami, the MLS club where Lionel Messi plays. He also bought into Salford City in England. Beckham has openly acknowledged Florentino’s influence on his vision of ownership and infrastructure. Inter Miami, initially acquired for around $25 million, is now reportedly valued at more than $1 billion.

Pedro León and the next wave

From Florentino’s second era at Madrid, which began in 2009, Pedro León stands out as perhaps the clearest future heir to that model. The midfielder is still active, trying to save Real Murcia, the club closest to his heart, but those around him have already indicated he plans to become the club’s president once he retires. His Madrid exit was turbulent after José Mourinho publicly dismissed him in one of the Portuguese coach’s most infamous press conferences. Yet León has always spoken warmly about Florentino and Madrid’s executive structure.

Cristiano Ronaldo now owns a significant stake in Almería. Raphaël Varane has become increasingly involved with Como’s leadership group in Italy. Luka Modrić already owns part of Swansea City. Esteban Granero has immersed himself in representation projects and artificial intelligence ventures while helping lead Marbella’s ambitions. Even Jerzy Dudek reinvented himself as a professional race-car driver after retirement. Michael Owen dedicated himself to horse breeding and racing.

And the current Madrid squad may already be preparing to follow the same road. Thibaut Courtois invested about $1.1 million to become an owner at Le Mans. Jude Bellingham bought into a cricket franchise. Vinícius Júnior acquired 80% of Portuguese club FC Alverca for around $11 million. Mbappé now owns the same percentage of Caen after investing between $16 million and $22 million.

The Gravesen exception

If any former Madrid player truly rivals Florentino in business success, though, it may surprisingly be Thomas Gravesen. The Danish midfielder retired at 33 and quietly turned himself into an investment phenomenon. While Robinho – the teammate he famously fought during training two decades ago – later made headlines for legal troubles, Gravesen disappeared into a life of highly successful investments. Today he reportedly lives in Las Vegas surrounded by casinos, with a fortune estimated at more than $110 million. In Madrid, it seems, he may not have played much – but he learned a lot.

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