Daniel Levy has already built Tottenham a world-class training ground and stadium – and now he is building a world-class brand.
Every big move the club has made since finishing their £1.2billion new home – from the appointment of Jose Mourinho to the pursuit of Gareth Bale – has been aimed, at least in part, at making Spurs one of the most recognisable clubs on the planet.
The decision to allow Amazon's cameras into the dressing room, and the capture of two-time World Cup winner Alex Morgan for the women's team, are other examples of the club's pursuit of visibility.
That is not the say the potential signing of Bale would not also be a canny football decision.
Even at 31 and with his injury-record and motivation questionable, the Wales international remains one the game's foremost clutch players, capable of producing match-winning moments from nothing.
He should be especially motivated to find form and fitness this season ahead of the delayed European Championships.
A front three of Bale, Harry Kane and Heung-min Son is potentially as exciting as anything in Europe but Spurs' willingness to finance the deal is surprising, given Levy's grim forecast of £200million losses due to the pandemic.
Levy will be hoping that when it comes to building the brand, Bale is worth every penny.
