Real Madrid commercial director Begona Sanz emphasised the importance of a club’s image in its quest to generate income at the Fourth International Football Congress in Pachuca, Mexico. "Clubs are beginning to be understood as brands that awaken emotions and values. We are becoming increasingly aware of the importance of image and how we can generate more resources for a team through better advertising. But generating income is not an end in itself. Income is what we use to buy players and build stadia. At Real income is a crucial factor in the process of winning titles,” she said as quoted by Soccer Investor. She stressed that clubs will be more commercially successful if they represent certain values. “We generate income through what our brands represent so we should never under value our image as it is our major asset.”