Al Hilal CEO talks to AS: “We’d love” UEFA Champions League chance

Esteve Calzada lives and breathes soccer - and business. In today’s game, the two are inseparable. 

The Spanish executive has built a résumé that proves he excels at both. For the past two years, he has served as CEO of Al Hilal, after earlier stints as chief commercial officer at Manchester City and the head of marketing at FC Barcelona. A must‑visit figure in Saudi soccer, Calzada welcomed AS into his office in Riyadh to discuss the sport’s rapid transformation in the Kingdom.

“The country is in the middle of a profound transformation, with soccer at its core,” Calzada said. “I left Manchester City after 12 years to join the only club I would have considered. Al Hilal is a spectacular project, with the pressure to win that I’ve grown accustomed to in every place I’ve worked.”

Is Al Hilal what you imagined?

It’s even bigger, more ambitious, more dominant, and more influential than I expected. I knew it was the country’s most important club, but once you arrive, you realize the responsibility of running an institution with sky‑high expectations. Winning isn’t preferred - it’s required. We have to put fans at the center, and what has surprised me most is their passion. The growth of the Saudi league is grounded in a genuine, organic love of soccer. They are absolutely crazy about the sport. It’s not like what we saw in China, where the project never stuck because there wasn’t a true fan base behind it. That passion is a responsibility - and a challenge. People call Al Hilal the “Real Madrid of Asia”. It’s the biggest club not only in Saudi Arabia, but in all of Asia.

Does that Real Madrid comparison bother you, given your Barcelona background?

I actually like it. I’ve always had the good fortune - or good judgment - to work at clubs where I could contribute, witness growth, and ultimately win. At Barcelona, we won the Champions League in Paris; at Manchester City, we won it in Istanbul in 2023. Success generates significant revenue, and that’s also what we’re striving for here. The challenge is making the club increasingly self‑sufficient. In fact, over the past two years we’ve doubled our revenue. We’re now on par with the top 20 clubs in Europe in terms of income.

It’s interesting to come make money in a place where money supposedly isn’t an issue…

I don’t feel like money is overflowing, because as CEO I’m still responsible - with my team - for building a budget and delivering on it. The pressure is the same as in any European club I’ve worked for. We need to maximize revenue so soccer operations have the resources they need, and we have to run the club as efficiently as possible. It’s no different from what you find at other clubs in Europe.

Can Saudi soccer be sustainable with the salaries being paid?

Absolutely. Taxation plays a major role. With no income tax, suddenly you become twice as competitive compared to Europe. It’s true that there’s a government-backed program involved in some signings, but Al Hilal also has its own resources, its own commercial engine, and we bring in players ourselves through sponsorship deals, through shirt sales. We’re fortunate to have Prince Al Waleed bin Talal as a benefactor who helps with certain signings and adds resources. At the end of the day, it comes down to winning - anything else is failure.

What went through your mind when the idea of signing Karim Benzema came up?

We’re extremely happy with Benzema’s arrival. It’s the first time we’ve had a Ballon d’Or winner playing here. The impact in terms of visibility, media attention, and commercial reach has been incredible. But it wasn’t a commercial signing - it was a purely sporting decision. The soccer department wanted a world‑class striker, and we’re already seeing the results.

It’s funny how a problem at Al Ittihad gets solved by a major rival…

It’s a different kind of rivalry. Al Hilal and Al Ittihad are two of the biggest clubs in Saudi Arabia, but our real rivalry is with Al Nassr. That’s the matchup that feels like Barcelona vs Real Madrid - fans want nothing more than to see the other side lose.

Do you believe in the growth of the Saudi league?

One hundred percent. This is a long‑term project. We have the 2034 World Cup on the horizon and other major events coming before then. Bringing in top players is a catalyst - it jump‑starts other revenue sources and pushes clubs to build their own income streams. And they help develop local players. Training with someone like Benzema elevates everyone. He’s one of the best strikers in the world - that matters. Historically, Al Hilal has provided most of the national team. The starting XI that famously beat Argentina in the 2022 World Cup was entirely made up of Al Hilal players.

Did the arrival of stars like Cristiano Ronaldo and Neymar help pull others in?

Not only did they come - they stayed. Look at Rúben Neves, who we just renewed. His performances have been outstanding. He had big offers from top European clubs, yet he extended here. Once the first wave arrived, the rest followed more easily. Players talk among themselves - they hear that life here is good, families adapt well, and the infrastructure is world‑class. And unlike in years past, coming to Saudi Arabia no longer hurts your place in your national team. That stigma is gone. We had a player in both teams in the final of the Africa Cup of Nations: Bono with Morocco, [Kalidou] Koulibaly as Senegal’s captain. [Aymeric] Laporte moved here, returned to Spain, and still gets called up. The ingredients are there to keep attracting top talent - and the country remains committed to the project.

Transfer rumors keep swirling, including around Real Madrid star Vinícius Júnior…

People will talk about all the big players. And once some of the world’s best have already come, it’s no longer shocking to imagine others following.

The only downside was Neymar’s injuries.

It was a shame. His impact on elevating the club’s international profile was tremendous. He helped us grow, and we’ve continued rising even after he stopped playing. We have over 43 million followers on social media - more than half outside Saudi Arabia. Neymar was one of the major drivers of that growth. It’s just unfortunate that injuries kept things from working out better on the pitch.

Could we see Saudi clubs in the UEFA Champions League one day?

You can never rule anything out; we’d love it. The Club World Cup was a huge platform for us. Beyond showing our level against Real Madrid, we eliminated Manchester City. We want that kind of competition more often - to prove ourselves and to project our brand on the world stage. We’ve competed with the best clubs around and shown what we can do. It’s hard to qualify for these events, but I’m convinced that if we played in the UEFA Champions League, we’d be competitive. Look at our squad player for player - it’s good enough to compete in the Champions League. No question.

How do you view the recent “peace” in European soccer?

I haven’t followed it closely. When the Super League was announced, I saw the English clubs pull out immediately. I just hope for unity, changes that make soccer more accessible, better revenue distribution, more digital engagement, and more marquee matchups. The Champions League format is thriving - fans get top games almost every week, which was part of the Super League’s original idea. Things usually settle where they need to. And anything that means fewer controversies is good for everyone.