Playing the Champions gives revenues. Many of them are direct. It rains the millions of the competition, the television cast and the box office. But keep a course and put the club in orbit for several seasons, also rent ... indirectly. One of the big balls of Valencia this season will be his shirt. We must remember that not long ago the garment that saw the first team in their official matches remained virgin of patronage. Some charitable support, but nothing more. White and radiant, but at zero euros. Things have changed and little by little the heartbeat has recovered until this season. The first big change will materialize next week. Adidas gives way to Puma and the income from the change of sports brand (always buying under the same conditions) will go to 200% more. First success

To change the brand you must add the change of main sponsor. Blu ends his relationship with Valencia as a great sponsor and gives way to Bwin. The club has closed an agreement for three seasons at a rate of five million euros. It is the largest sponsorship in the history of the entity. No doubt the change is substantial and a called effect is also generated. The contract with Mediapro to 'stain' the back of the shirt remains and does not change, since there are signed three years, but in the sleeve has achieved a new company that will increase revenues by about 30%. The rest of partners and sponsors will also increase their performance which will affect the coffers of the club. Thus the things, and for the first time since Peter Lim bought the club and the Valencia changed of hands, is obtained that the atypical commercial incomes give a radical turn and increase. The commercial department, led by people from the house far removed from the previous marketing gurus, begins to collect the fruit of a constant work for a couple of years.